Adds Prologis Global Branding To Roster
BOSTON–Allen & Gerritsen has picked up more out-of-region business, gaining ad duties for ProLogis in Aurora, Colo.
Formerly known as the Security Capital Industrial Trust, the client acquires, develops and operates manufacturing and distribution facilities–such as factories and warehouses–for Fortune 1,000 companies in 90 markets worldwide.
Spending levels have not been finalized but will likely be near $5 million to start, said sources. ProLogis is in the midst of acquiring a competitor, Meridian Industrial Trust in San Francisco, in a $1.5 billion stock deal. The acquisition will create a combined entity with a total valuation of nearly $6.5 billion. Ad spending may increase substantially once the deal is completed in the next couple months, sources said.
The ProLogis account was most recently handled by Brouillard Communications in New York. Meridian is believed to have no agency relationship.
Allen & Gerritsen won the assignment–which includes creative development, media buying and planning and online marketing chores–without a formal review.
The Watertown, Mass., shop is charged with creating a brand strategy and introducing the ProLogis name worldwide. A print-based campaign will debut in the spring and run mainly in business and trade magazines in the U.S. and Europe, said agency president Paul Allen.
Client officials became aware of A&G last spring when the agency pitched the $3-5 million mutual funds account of Security Capital Group in Chicago, which is a minority shareholder in ProLogis. A&G did not win that assignment but made enough of an impression to be invited to pitch the ProLogis account, Allen said.
The agency has enjoyed success winning accounts beyond New England, recently adding financial services firms FBA in Reykjavik, Iceland and Newcourt Credit Group in Toronto.
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