Group buying Web site operator Accompany changed its name to MobShop Inc.,
and will reposition the Accompany Get It Together Network of Web community
and supplier partners as The MobShop Network.
The company said it chose the name MobShop for its suggestion of size,
activity and dynamism.
The MobShop Network brings consumers together to increase their buying power
through a network of Web community partners, which include About.com,
Deja.com and iVillage.com.
“We wanted to choose an evocative — and provocative — name for our customers
and partners to associate with group buying” said Jim Rose, chief executive officer and
co-founder of MobShop, Inc. “The word ‘mob’ is defined as: ‘to crowd with
excessive enthusiasm.’ That concept suits us perfectly; we are about serving
mobs of excited, empowered buyers.”
The company also said it signed with New York based advertising shop Cliff
Freeman and Partners to launch its first consumer awareness campaign, which
will kick off in six markets nationally, through radio and print media. The
company’s first radio
spots begin airing today. MobShop will spend $20 million on co-marketing
initiatives this spring and up to $50 million through the remainder of 2000.