HealthGate Data Corp., Burlington, retained Schwartz Communications, Waltham, to drive public relations initiatives as its agency of record. As HealthGate continues to expand its presence in the online health arena, Schwartz Communications will help support the company’s corporate identity and strategic positioning. HealthGate Data Corp. leverages the Internet to provide solutions to healthcare institutions, corporations and Web sites by providing Web technology that can supply up-to-date, comprehensive content for professionals, patients, and consumers.
The Appliance Standards Awareness Project, Boston, broke an ad developed by Fenton Communications in Washington, D.C., urging strong central air conditioner efficiency standards. The ad is meant to draw attention to Energy Secretary Bill Richardson’s commitment to improving air conditioner efficiency. Text for the ad, which is running in the Washington Post, reads: “In the city known for hot air, Bill Richardson has a cool idea.”
ServicEdge awarded its advertising account to Harpell following a review of undisclosed agencies. The Maynard agency is charged with developing a campaign to introduce ServicEdge’s new name, KeySpan Home Energy Services, which will be used once New York energy distributor KeySpan completes its acquisition of the company. The regional campaign is a component of a larger effort by KeySpan to introduce and build its brand in Massachusetts. The campaign will launch in January with a mix of print, online and radio ads.
Management consulting firm Midior Consulting opened its design and marketing communications agency, Midior Design. The Cambridge agency will offer marketing and communications services such as product launch strategy, lead generation programs, Web site and collateral design, communications audits and agency management. Its clients include Mommazone, an online “grapevine” for mothers; e-Skill, an online skills assessment service for employers; and Schools for Children, a nonprofit entity serving disadvantaged youth in the Boston area.
HarvardNet, Medford, a provider of business-class DSL service in the northeast, retained Red Brick Design, North Chelmsford, to perform market research and develop a complete branding program consisting of a new logo, imagery, tagline and corporate identity guidelines. FuelSpot partnered with Red Brick to support its launch into the e-commerce community. Red Brick created a complete brand identity system and is redesigning the Web site for the company’s trading portal. FuelSpot is an independent network for the online trading of energy commodities and services. In addition, Red Brick developed a new logo for the Massachusetts College of Art’s Continuing Education Group, and is helping to promote the group’s new identity through a multipiece direct mail campaign.
Sylvania, Danvers, a global leader in lighting products, chose Cone, Boston, a consumer marketing and public relations practice, to handle strategic marketing, brand building and positioning for its automotive lighting division.
Sterling Hager, Watertown, a public relations firm, announced the addition of eight clients: Cyclone Commerce, Scottsdale, Ariz., a company that provides an open platform for “instant-on” B2B commerce; EdgeWing, Waltham, which provides integrated eBusiness solutions to middle market companies; Instantis, Sunnyvale, Calif., a provider of eBusiness automation services; IPHighway, Framingham; Phase Forward Inc., Waltham; Persumma Financial, Lexington; Quickdot Corp., Waltham; and Sedona Networks, Kanta, Ontario.
TargitMail.com, a Portsmouth provider of permission-based e-mail marketing services, announced a partnership with online sweepstakes and promotions company ePrize, Farmington Hills, Mich. TargitMail will deliver ePrize’s sweepstakes and promotions via targeted permission-based marketing.