Omnicom's Media Blitz Touts Simplexity

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Omnicom Group agencies, RappDigital, New York, along with Rapp Collins-Dallas and The FOCUS Agency, also in Dallas, have launched a multimillion dollar marketing campaign for Simplexity.com, Reston, VA, a new online service specializing in comparison-priced phone service offerings to consumers and small businesses, with $4 million in backing from Best Buy Co. Inc., Minneapolis.


The agencies' coordinated media blitz began this week, and includes full-page ads in The Wall Street Journal, USA Today, Fast Co. and Time magazine as well as online marketing initiatives at ZDTV and Yahoo Internet Life.


John Jastrem, chairman at Rapp Collins-Dallas, said the partnership represented complete support for the client at every turn, with all bases covered.


"Our agency alliance is a media- and channel-neutral way to manage Simplexity.com's entire consumer buying process, from general brand building to actual customer acquisition, retention, transactions and value enhancement," Jastrem said.


Omnicom's The FOCUS Agency is handling the Web-based company's mass brand and customer acquisition advertising; Rapp Collins-Dallas is managing database development and small business direct mail; and RappDigital is directing all interactive consulting, creative and integration-services efforts.


Simplexity.com is the first online service providing side-by-side comparison and selection of telecommunications services direct from major U.S. carriers, including AT&T, Cable & Wireless, Global Crossing, MCI WorldCom, Qwest, Sprint, Talk.com and Teleglobe. The company intends to compete with all major carriers by providing key advantages to customers, including time savings, ease of use and complete access to an array of telecom products and service offerings. Customers also will be given the full ability to submit anonymous requests for proposals and receive customized bids from multiple carriers.


According to Simplexity, "The data is organized in a neutral and unbiased apples-to-apples format for easy comparison, and customers can purchase telecom services right on the site." Earlier this month, it received a $4 million equity investment from BestBuy.com, as part of a strategic alliance that will offer Simplexity.com services on the BestBuy.com Web site and special promotions in association with technology and entertainment products available in Best Buy's retail stores.


Bill Bellows, chief marketing officer at Simplexity.com, said the company fully understands the importance of integrating mass branding with marketing services. He characterized Omnicom's strategic alliance as one that would "provide us with strong complementary skill sets and, ultimately, greater value."


Simplexity said it hopes to change the way telecommunications are bought and sold. As part of its goal, the company wants to bring "order to the complex and confusing telecommunications marketplace."


The company has raised $28.5 million from both strategic and venture capital investors. Its lead financial investor is ABS Capital Partners, and the lead strategic investor is Best Buy Co Inc.
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