Former Gearon Client OneCore, Others Help Agency Expand
BOSTON–Allen & Gerritsen has added three pieces of business worth several million dollars in combined billings.
OneCore Financial Services, ArtsDigita and DriverFX.com have tapped the agency in Watertown, Mass., for advertising services.
OneCore in Bedford, Mass., a unit of Internet conglomerate CMGI, has the highest profile of the three, having in recent years run TV, radio and direct mail campaigns themed “Your business. Your money. Your move.”
That effort, touting the client’s online financial and banking services for small and mid-sized businesses, was crafted by Gearon Hoffman, Boston, which worked for the client for the past year. The account was switched to A&G without a formal review. “They just came to us and expressed interest in our approach,” said agency president Paul Allen.
OneCore and Gearon Hoffman split amicably due to “strategic and creative differences,” said Bob Hoffman, president of Gearon Hoffman, who declined to elaborate.
A change in marketing emphasis on the part of the client, from branding to promotions-driven efforts, as well as some decline in budget, may have precipitated the split, sources said.
OneCore vice president of interactive marketing Tom Yurkstas did not return calls. The client was believed to have spent in the low- to mid-seven figures with Gearon Hoffman [Adweek, Dec. 6].
Allen & Gerritsen will focus on Web ads and craft some print executions for ArtsDigita, Cambridge, Mass., a provider of e-commerce solutions, and help DriverFX, Maynard, Mass., launch an e-commerce site catering to the automotive accessories aftermarket.
The wins underscore A&G’s comeback after losing Sybase, one of its largest accounts, in 1999. The shop laid off several staffers following Sybase’s move to Goldberg Moser O’Neill, San Francisco. Despite that, A&G finished 1999 with increased billings and revenues, and the 75-person agency has added some $30 million in overall billings since the year began, Allen said. K