Drkoop.com hunts agency to forge strong Net brand

Goetzl, David; Snyder, Beth
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p6
Trade Publication
This article reports on the search by health information Web site Drkoop.com for an advertising agency to launch an estimated $10 million national campaign in the U.S. in 1999. Its goal is to build a strong brand among the mass of health-oriented Internet sites. Drkoop.com expects to raise some $50 million in an initial public offering (IPO) sometime this summer and wants to use part of that money for a major advertising push. The company is targeting national agencies and would like one with experience promoting Web sites, according to Guy MacNeill, VP-marketing, who is leading the review. A decision is not expected until after the IPO.


Related Articles

  • Dentsu faces up to global reality. Kilburn, David // Marketing Week;2/1/2001, Vol. 23 Issue 52, p33 

    Focuses on Japan-based advertising agency Dentsu as of February 1, 2001. Company's planned public offering; Impact of developments in the international advertising market on the company's business operations.

  • Dentsu IPO Remains on Track. Baar, Aaron; Kilburn, David // Adweek Midwest Edition;10/8/2001, Vol. 42 Issue 41, p2 

    Presents information on the plans of Japan-based advertising agency Dentsu for its initial public offering (IPO). Purpose of the IPO; Information on the partnership agreement of Dentsu with Bcom3; Implications of the IPO for the partnership with Bcom3.

  • Bronnercom eyes IPO for 2000. Gianatasio; Voight, David // Adweek Southeast Edition;11/29/99, Vol. 20 Issue 48, p2 

    Reports on Boston, Massachusetts-based advertising agency Bronnercom's plan to hold an initial public offering (IPO) in the year 2000. Details of the planned IPO; Company background.

  • Digitas Takes Stock on Nasdaq. Gianatasio, David // Adweek New England Edition;03/20/2000, Vol. 37 Issue 12, p2 

    Reports on the initial public offering (IPO) of advertising agency Digitas at the Nasdaq exchange. Results of the IPO; First-day trading volume; Companies that tapped the agency for assistance with interactive marketing strategies according to Kathy Biro, president of the agency.

  • From the editor. McCormack, Kevin // Adweek Southeast Edition;11/03/97, Vol. 18 Issue 44, p12 

    Comments on the growing number of advertising agencies in the United States who are opting to go public. Impact of the stock market fall in 1997 on agency stocks; Young & Rubicam as a case in point; Potential impact of going public on privately-held advertising agencies.

  • The real deal behind Dentsu's IPO. Gray, Campbell // Ad Age Global;Nov2001, Vol. 2 Issue 3, p10 

    Provides information on the initial public offering (IPO) of Dentsu, an advertising in Japan. Reason for the efforts to launch the IPO despite the slowdown in the economy; Importance of the IPO to the expansion plans of Dentsu; How Dentsu will use the IPO proceeds.

  • Digitas IPO Off to Good Start. Gianatasio, David // Adweek Eastern Edition;3/20/2000, Vol. 41 Issue 12, p6 

    Reports on the initial public offering of Boston, Massachusetts-based advertising agency Digitas. Initial offer per share; First-day trading volume; Net amount collected by the firm from the initial public offering; Use of the collected funds.

  • Dentsu move ends a debate.  // Advertising Age;1/12/1998, Vol. 69 Issue 2, p12 

    Opinion. Argues that Japan's giant Dentsu ad agency decision to switch from private to public ownership in 2001 clarifies one debate about the future of big agencies is all but over. How the model for the large modern companies that own global ad agency networks will be that of publicly held...

  • Advertising.com Clicks With America Online. Bond, Paul // SHOOT;7/5/2004, Vol. 45 Issue 26, p12 

    Eager to take full advantage of a rebounding online advertising market, Time Warner (TW)'s America Online (AOL) unit said that it has agreed to pay $435 million in cash for Advertising.com, an Internet marketing firm that had filed for an initial public offering just two months ago....


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics