Gillette Taps Agencies to Handle Online MarketingThe Gillette Co. Friday selected Digitas Inc. and Zefer, both of Boston, as its Internet marketing agencies. Digitas, formerly Strategic Interactive Group and Bronnercom LLC will manage Gillette's online marketing initiatives for Gillette.com and for the Mach3 shaving system, Duracell batteries and Gillette for women shaving products. Zefer will work with Gillette to broaden its e-commerce profile and will also assist in building an online strategy for Gillette Women's Cancer Connection, a program of the Gillette Women's Cancer Foundation Inc.
"Digitas' heritage in direct -to-consumer marketing, combined with their record of successfully leveraging the Web to enhance brand image and loyalty makes them an excellent partner for Gillette's major online marketing initiatives," said Bill Masterson, director of interactive marketing, commercial operations, North America, at Gillette. "We selected Digitas because of the agency's demonstrated strategic focus and proven expertise in enabling Fortune 500 companies to fully leverage the Internet as a vehicle for consumer communications and brand building."
"ZEFER was the best partner for our e-commerce needs, as they have built a business model that combines proven business strategy with cutting edge, savvy Internet development skills and breakthrough technology," said Masterson.