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Furniture.com Taps Bartle Bogle for Campaign

Online furniture retailer Furniture.com named the New York office of British advertising agency Bartle Bogle Hegarty to handle its U.S. brand-building advertising account.

Spending specifics were not disclosed, but the retailer said it will "easily eclipse" a $5 million radio and print campaign it ran in the spring.

"We'll be aggressively investing in brand advertising programs through year-end. . ." said Kirsten von Hassel, Furniture.com's vice president of marketing, in a news release.

Furniture.com said the U.S. office of BBH, which is 49 percent-owned by Chicago's Leo Burnett, offered its presentation document for the account in the form of "an item of furniture."

Cindy Gallop, president of BBH US, told Reuters that as with numerous other online retailers who have turned to traditional advertising agencies to boost their brand awareness, Furniture.com realized that "to build a brand with consumers, you really need to make them aware of what you have to offer -- offline."