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Net company's $50 mil review in final stages

By Published on .

Loudcloud, the hot Internet infrastructure company headed by Netscape Communications Corp. founder Marc Andreessen, is in the final stages of a review for its first agency. Ad spending for the global brand effort is expected to exceed $50 million, according to people close to the process.

Elisabeth Brinton, director of corporate marketing for the Sunnyvale, Calif.-based provider of Web services, declined to confirm the account size, but said: "It will be a significant account. We are going to be launching a global brand."

Finalists in the review are: Hampel/Stefanides, New York; Goodby, Silverstein & Partners, San Francisco; and Ogilvy & Mather, Los Angeles. A decision is expected in two to three weeks, with the first phase of a multimedia campaign to appear in late fall or early in 2001.

`AWESOME CREATIVE'

"We want to partner with the right agency that will take us for the long haul," Ms. Brinton said. "All of the finalists combine awesome creative with very, very rigorous strategy."

The finalists made presentations to Loudcloud executives last week. Agencies asked to pitch that did not make the final cut include Euro RSCG DSW Partners, Salt Lake City; Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York; Wieden & Kennedy, Portland, Ore.; and TBWA/Chiat/Day, Playa del Rey, Calif.

Contributing: Alice Z. Cuneo.

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