DrDrew.com, Pasadena, Calif., named TBWA/Chiat/Day
, Playa del Rey, Calif., as its first agency of record. Heidi Sinclair, senior VP at the Pasadena, Calif., site, said a campaign will begin this fall to coincide with the back-to-school period. Budget isn't set; Ms. Sinclair said spending could be from $5 million to $15 million, including TV, radio and a heavy dose of guerilla marketing. DrDrew.com picked TBWA
following a quiet review. "They filled the room with incredibly smart, talented people who completely got the Dr. Drew brand," Ms. Sinclair said before a party at the agency April 27 to celebrate the pairing. TBWA nationally now is working with more than 20 dot-coms. DrDrew.com, hosted by radio and MTV personality and physician Drew Pinsky, offers straight talk about sex, relationships and health for teenagers and young adults.
Copyright April 2000, Crain Communications Inc.