BtoB

Interactive agencies, runner-up: Agency.com

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Agency.com had several major accomplishments in 2004, including the addition of new clients eBay, 21st Century, International Paper and CNL Financial Group; the acquisition of online agency Exile on Seventh; and new projects for existing clients such as Hewlett-Packard Co., Honeywell, W.W. Grainger and Gevity.

For HP, which has been a client since the agency's founding in 1995, Agency.com redesigned the company's b-to-b portal, creating an integrated experience for business customers. The revamped site streamlines the purchasing process based on user segmenation.

Agency.com helped make the site easier to use by integrating customer functions, product information and solutions for a unified customer experience.

The site was named one of BtoB's Top 10 Web sites in 2004 for its functionality and design.

Agency.com also created a unified Web strategy for Honeywell. In addition to redesigning Honeywell.com, it developed and implemented quality control, brand standards and guidelines for a consistent Web presence. The redesign resulted in an increase in repeat visits of more than 100%, as well as reduced development costs.

For Gevity, a Human Resources consulting and outsourcing company, Agency.com developed a lead generation program, using search engine marketing and a redesigned intranet.

Organizationally, Agency.com made some significant strides as well.

"We started the year [2004] with the idea of finalizing our strategy of becoming a full-service interactive agency," said Don Scales, president-CEO of Agency.com.

To beef up its online advertising and analytics capabilities, it acquired Exile on Seventh, a San Francisco interactive advertising and marketing agency.

It also integrated i-traffic, an online advertising agency it acquired in 1999, into the Agency.com brand. Previously, i-traffic operated as a separate division.

"Through these acquisitions, we've been able to hone our skills in analytics and media planning," Scales said.

This year, as Agency.com celebrates its 10th anniversary, it is making key strategic hires in the areas of rich media design, media planning and analytics.

"We could probably grow our workforce by 20% to 25%," Scales said. -K.M.

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