TITLE

Drkoop.com hunts agency to forge strong Net brand

AUTHOR(S)
Goetzl, David; Snyder, Beth
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p6
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1873500

 

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