PlanetRx consolidates at Gotham

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million account at Gotham, New York, without a review after parting withGoodby, Silverstein & Partners, San Francisco. PlanetRx has been runningdirect-oriented broadcast ads from direct agency Direct Partners, which willcontinue to work with the e-tailer, but it hasn't run any Goodby work. ExecVP-Chief Operating Officer Michael Beindorff, a veteran Visa and Coca-ColaCo. executive who joined PlanetRx in October, said he "decided to go adifferent direction" and liked the Internet ad strategies and creativeGotham has helped develop for other companies, including America Online,Fidelity Investments and E*Trade Group. Mr. Beindorff knew Gotham execs fromhis earlier work at Coca-Cola. Ironically, Gotham picks up PlanetRx fromGoodby after Goodby snared former Gotham client E*Trade. Mr. Beindorff saidPlanetRx will break its Gotham work in the first quarter. Though the dot-comcategory is notorious for frequent agency switches, Mr. Beindorff saidPlanetRx doesn't fit in that mold. "Goodby was hardly even out of thegate," so this is not a case of launching a site with advertising from oneagency and then switching to another, said Mr. Beindorff, who praisedGoodby's abilities but said the agency didn't fit his plans for the company.Mr. Beindorff said he is looking forward to a long, stable relationship withGotham. "If you look at my track record as a client, you will see thatstability is absolutely a watchword," he said. "In 20 years (at Visa andCoca-Cola), I've never fired an agency."

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