Sites for cars and cards get branding campaigns
Autoweb.com, a site that provides auto-related services including auto sales, financing and insurance, has begun testing two TV spots in San Francisco and Washington. The spots, from Lowe & Partner/SMS, San Francisco, will be tested through Sept. 19. Separately, American Greetings Corp. selected Grey Advertising, New York, to handle a branding effort for its Web site (www.amer
icangreetings.com). Spending is estimated at $15 million. BBDO West, San Francisco, was the other review finalist.
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Online media buyer and creative shop i-traffic, New York, may be acquired soon. A likely suitor is interactive agency Agency.com, New York, an executive close to the situation said. I-traffic CEO Scott Heiferman declined to comment on the speculation. Agency.com CEO Chan Suh also would not comment. . . . SF Interactive beat out San Francisco rival Lot21 to be first interactive agency of record on the multimillion-dollar Macromedia Shockwave.com site. SFI will develop an online branding campaign to promote the consumer entertainment site. . . . SFI's Bruce Carlisle, noting how some clients (but not biggie Macromedia) hire his agency more to get credibility with venture capitalists than to spend money on actual ads, has a new business idea: Rent SFI's name and logo to dot-coms to include in news releases and venture capital pitches. "We would promise to do absolutely nothing," he says. You think he's facetious. We think he's