BtoB

Productbuzz plans $7 million campaign

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B-to-b marketplace operator Productbuzz Inc., Boulder, Colo., said Friday that it has awarded a $7 million to $10 million branding and positioning campaign to Lieber Levett Koenig Farese Babcock, New York. The company will embark on a focused brand strategy aimed at drumming up business among home health-care providers and pharmacists. The news is significant because Productbuzz is a highly specialized niche marketplace. Its decision to spend greater than $5 million on a campaign might be a harbinger of other targeted b-to-b marketplaces stepping up to the plate with bigger marketing budgets. LLKFB chairman and CEO Bob Lieber said in a statement that Productbuzz's focus on benefiting wholesalers and manufacturers, in addition to its buying constituency, makes it a promising and attractive client.
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