New Internet brand appoints integrated Macmanus team

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STOCKHOLM--Swedish e-commerce business LetsBuyIt.com has assigned the MacManus Group agencies D'Arcy Masius Benton & Bowles, IMP and MediaVest to develop its brand across Europe over the next 12 months.

LetsBuyIt.com, which launched in Sweden April 13, claims it's pioneering in Europe the idea of coshopping, in which an Internet community obtains discounts on branded goods via volume purchasing. LetsBuyIt.com will negotiate with manufacturers for the discounts.

Direct marketing group IMP, London, will lead the MacManus team. The agency will develop global templates for a phased launch in each country, which will then be adapted to each market by local offices of ad agency DMB&B. MediaVest will be responsible for media buying.

The brief includes brand development, database and customer management, PR, advertising, media planning and buying. John Palmer, president of LetsBuyIt.com, says he was impressed by the group's "ability to deliver seamless integrated communications solutions on a

Copyright May 1999, Crain Communications Inc.

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