MYSIMON TAPS SFM MEDIA FOR $25 MIL BUYING ACCOUNT: N.Y. SHOP ALSO WINS WORK FOR DOOM MARKETER

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MySimon has hired SFM Media, New York, to shepherd the $25 million media account for its mysimon.com comparison shopping site.

SFM was awarded the account without a review. Bigelo & Partners, Santa Clara, Calif., retains creative on mysimon.com.

Most of the media buys will be on traditional media outlets, said Bill Barrett, SFM's exec VP-director of client services.

"The client realizes how strategically placed buys in traditional media can drive users to them. Of course we'll be making online buys as well," he said. The campaign breaks next month.

Mr. Barrett said Scott Bedbury, the former chief marketing executive at both Nike and Starbucks Coffee Co. and a member of MySimon's board, suggested SFM to MySimon. Underscoring the relationship nature of the business, Mr. Bedbury had employed SFM when he was at both of those marketers.

In July, PC Magazine Online said of the MySimon site, "it does a better job of finding the best deal than other shopping agents."

SFM has also been named the media AOR for GT Interactive Software Corp., marketer of the popular PC and videogames Doom and Driver, among others.

SFM won the account in a shootout with incumbent MediaVest, Carat USA, the Media Edge and others. RDA International handles creative.

Mr. Barrett said the emphasis on ads for GT will be in print and TV.

A BIGGER BUYING UNIT

With the dot-com category heating up, SFM is expanding its online buying unit and will house it in separate offices, Mr. Barrett said.

"We're deciding on a name for the unit now," he said. "We've got six people working in the unit, and we will add to that."

SFM, which will celebrate its thirtieth anniversary this month, is jointly owned by Havas Advertising, Paris, and Media Planning Group, Madrid. Its connection with MPG, the world's second-largest media independent after Carat, could help

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