Reviews by Dot-Com Pair Slow




Essential Loses Top Exec; IWant Awaits
BOSTON–A pair of dot-com companies are experiencing growing pains but intend to press on in their respective quests to hire agencies.
Essential.com, a bundled utilities provider in Burlington, Mass., has lost senior vice president of marketing Kelly Mahoney, who resigned two weeks ago. Mahoney joined the client this summer [Adweek, June 28] and was overseeing its search to find a shop to handle the creative portion of a $20 million account. She joined from Arnold Communications in Boston, where she held senior posts in the agency’s direct marketing division.
An Essential.com representative confirmed Mahoney resigned but did not elaborate. Mahoney could not be reached by press time last week.
Essential.com intends to replace Mahoney and continue the review, the representative said. The field had recently been narrowed to four shops, one each in Boston, Dallas, New York and Philadelphia, the representative said, declining to name the contenders.
It is unclear whether those shops will continue in the evaluation process, which Essential.com is now hoping to complete by the end of the year. PGR Media in Providence, R.I., will likely hold onto buying and planning.
Separately, IWant.com, a fledgling e-commerce site also in Burlington, is taking longer than expected to name contenders for its $10-20 million account. It is still waiting for its next round of financing to be approved, said vice president of marketing Mark Belinsky. Matrix Partners, Waltham, Mass., has backed the company.
“It’s not Matrix we’re waiting on; it’s the other [venture capitalists],” Belinsky said, adding that he hopes to name contenders in the next few weeks.


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