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Prominent Online Retailer Names goodness Mfg.AOR; KSL Media Tapped for Media Duties

1/28/2011 Press Release

Hollywood, Calif. - based goodness Mfg. has been named agency of record for, the second-largest online-only retailer behind Amazon in the United States. named goodness Mfg. AOR after a full agency review with seven competing firms. This announcement follows on the heels of the agency’s Toshiba Computers win in November.

Bernard Luthi, Newegg vice president of marketing, web management and customer service, states: “After years of growth and success in establishing clear leadership in online retail and a loyal following, Newegg has reached a point where expanding our acclaimed ‘customer-centric’ model to a broader audience makes sense. We have determined that goodness Mfg is the ideal ahead-of-the-curve agency with creative expertise, energy and the marketing know-how to help us spread the news about our unique value proposition.”

“ has a loyal following in the highly competitive online retailer category,” says Rick Eiserman, CEO, goodness Mfg. “We are excited to be working with on a brand launch that reaches not only core consumers but a larger base, people who don’t know about competitive options outside the Amazon and BestBuys of the world.”

“Newegg is one of those passion brands,” adds Tom Adams, Partner/ECD goodness Mfg. “Those who have experienced and know it have a great deal of love for it. And there’s nothing more exciting than tapping into that passion and spreading it. We couldn’t be happier to be working with Newegg.” has also named independent media agency KSL to handle its media assignment. offers customers over 84,000 products with detailed specifications, over two million customer reviews and high-resolution photo galleries.

In addition to, goodness Mfg. will also break new work this quarter for clients including Toshiba, 2K Games’ Prey 2, LucasArts and Pearl iZumi.

Newegg Inc. is the second-largest online-only retailer in the United States. It owns and operates ( which was founded in 2001 and regularly earns industry-leading customer service ratings. The award-winning website has more than 13 million registered users and offers customers a comprehensive selection of the latest high-tech products, detailed product descriptions and images, as well as how-to information and customer reviews. Using the site’s online tech community, customers have the opportunity to interact with other computer, gaming and consumer electronics enthusiasts. Newegg Inc. is headquartered in City of Industry, California.

About goodness Mfg.
goodness Mfg. is a new breed ad agency of 150 world-class creatives and technologists. They work together in a state-of-the-art, 65,000-square-foot facility at the nexus of Pop culture in Hollywood, CA. The agency's founders are five former Crispin Porter + Bogusky principals who have helped create some of the most significant brand phenomena of the last decade for Burger King, Google, GT Bicycles, Hard Rock Hotels, IKEA, LucasArts, Miller High Life, Mini Cooper, Nickelodeon, Slim Jim, TRUTH Anti-Smoking and Universal Theme Parks. Their client roster now includes American Cancer Society, CODA Automotive, Hard Rock Hotels, LucasArts,, P&G, Toshiba USA Consumer Electronics’ Computers and 2K Games.

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