Doner to Take Over As Amazon Agency

Independent Shop Chosen to Create Brand Campaign, Promote Kindle

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NEW YORK (AdAge.com) -- Following a quiet pitch, Amazon has chosen Southfield, Mich.-based independent shop Doner to devise new ways to market the e-commerce brand, executives familiar with the matter said.

In addition to Doner, the Seattle-based online retailer had reached out to several agencies for the task, including: Cole & Weber United, part of WPP Group's United network; Publicis Groupe's Publicis, Seattle; and Durham, N.C.-based McKinney, which recently bought back its independence from French holding company Havas.

The agencies either could not be immediately reached or declined to comment, and Amazon did not return calls for comment.

Not a big spender
When it comes to advertising, Amazon historically hasn't been a big spender: It spent $25 million on U.S. measured media in 2007, according to TNS Media Intelligence.

Along with an overarching brand campaign, Amazon had also spoken to agencies about ideas for its wireless reader device, Kindle, of which an updated version is rumored to be in the works.

Since its release last November, Amazon has done little advertising to promote the device, which retails at $359. High-end analyst estimates peg 2008 sales of Kindle at less than 400,000 units, and Amazon is clearly trying to boost sales of the device, as evidenced by a new $100-off promotion it launched with Chase. It also acquired the book-oriented social-networking site Shelfari.com this week.

Contributing: Creativity's Nick Parish

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