PlanetRx.com Selects Gotham to Head Ad Efforts

Online drugstore PlanetRx.com has
dropped Goodby, Silverstein and Partners after a two-month relationship and
chosen Gotham as its agency of
record for a new branding campaign, with billings estimated at $50 million.

Start-up Internet firms are regularly shifting agencies and strategies as
they struggle to compete for consumers’ attention in a highly-competitive
atmosphere. The online drugstore sector, in particular, is extremely
contentious. According to measurement firm AdRelevance, drug and toiletry
vendors’ spending on online advertising grew more dramatically than any
other sector during the July to November time period.

Drug and toiletry
vendors’ share of purchased impressions grew from 2 percent to 8.9 percent
during that period. Competitors include Drugstore.com (DSCM), Vitamins.com, and CVS.com.

PlanetRx.com says the change in direction was meant to better match the
company’s marketing objectives.

“PlanetRx.com was looking to clarify and better focus its positioning and
move from there to strengthen the profile of their business,” said Sheri
Baron, Gotham’s president. “Our interactive expertise, along with our
successful brand building for everything from lipstick to analgesics,
enabled us to bring a fresh direction to the table.”