LEO BURNETT BUYS STAKE IN S.F. SHOP

Amazon Advertising Has Billings of $25 Million

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SAN FRANCISCO (AdAge.com) -- Bcom3 Group's Leo Burnett has purchased a minority stake in Amazon Advertising, a San Francisco that got its start by focusing on marketing to women.

Amazon Advertising was founded in 1996 by Millie Olson, co-founder and president, and Lynda Pearson, co-founder and creative director, both veterans of Ketchum Advertising, San Francisco. Currently, the shop has 20 employees and billings of $25 million.

Burnett bought a 35% stake in the shop. Other terms of the deal were undisclosed.

Harley, P&G
Amazon has a number of assignments from marketers trying to reach a female audience, among them a Harley-Davidson dealership. Amazon did an ad for dealership indicating women would like the bikes because they vibrate.

Most recently, Amazon has launched a test spot in Mexico City for a new Procter & Gamble Co. feminine hygiene product, Naturella, which contains chamomile and other natural products. The product is expected to roll out throughout Latin America.

Working relationship
Amazon worked in conjunction with Burnett on the product. "We've test driven this relationship for a year and it's exceeded our expectations," Ms. Olson said.

She said the agency will remain a separate brand and is not expected to evolve into a Burnett presence in San Francisco.

Other Amazon clients include National University, Torani Foods, Philips Electronics, and the Girl Scouts.

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