A Buzz About N.Y. Times' Abuzz - TFA/Leo Burnett vs. Allen & Gerritsen in Final Review Round

BY LAUREN WILEY

BOSTON--TFA/Leo Burnett Technology Group and Allen & Gerritsen are finalists in a $15 million review for Abuzz Technologies, sources said.

Abuzz marketing manager Paige Goodchild would not identify the finalists, but she confirmed that two agencies were chosen from a field of five contenders. In addition to TFA/Leo Burnett and Allen & Gerritsen, she said the three Boston-based contenders were Clarke Goward, Holland Mark Edmunds Ingalls and Partners & Simons.

There is no incumbent on the account.

TFA/Leo Burnett has 35 staff members and is a unit of Chicago-based Leo Burnett, while Allen & Gerritsen is an independent agency in Watertown, Mass., with about 55 employees. Both agencies have dot.com experience.

The two finalists are scheduled to make presentations next week, and a decision is expected before month's end.

The winning shop will create advertising tied to

a relaunch of Abuzz.com early next year. The Internet site is being redesigned to make it more user-friendly, according to Goodchild.

Abuzz Technologies was founded in 1996 by three technology-oriented executives who wanted to build an Internet company centered on knowledge sharing. The company's chief executive officer, Andy Sack, previously co-founded the Internet specialist Firefly Network, which was bought by Microsoft.

Abuzz has developed "Beehive" software to enable users seeking answers on certain topics to link up with other people who have the same interests.

Times Company Digital, a unit of The New York Times Co., acquired the company in July for an undisclosed amount.

The Beehive software technology is used on four N.Y. Times Co. sites, including Boston.com, New York Today, WineToday.com and Abuzz.com.

The company's current advertising tagline, written in-house, is: "Real people. Real answers." The slogan will likely be incorporated into new advertising developed by the winning agency, Goodchild said. The campaign likely will include radio and outdoor executions.

A full-fledged branding initiative, including television and print advertising, will kick off in June or July 2000. The aim is to build a base of 2 million users by the end of next year, Goodchild said.


Next Article
Press Archive