Avid Teams With Clarke Goward

Avid Technology last week tapped Clarke Goward for advertising chores. The digital-media production company’s ac-count had been handled in-house for the last two years.

The business was awarded after a review of undisclosed local agencies. The budget is expected to be in the $2-4 million range.

“We were impressed with Clarke Goward’s understanding of our markets and their passion for our brand,” said Steve Gray, vp, worldwide corporate marketing, at Tewksbury, Mass.-based Avid. “Their portfolio of work is marked by a consistent ability to … zero in on a key emotional insight that resonates with their audience.”

The Boston shop intends to help Avid extend its reach by conveying the company’s plan to “redefine” how digital media is shared, stored and distributed, according to Chris Lawson, president of Clarke Gow-ard. Avid’s products are used to produce and edit various forms of media, including video, audio, animation, streaming video and film.

“[The win] rounds out our portfolio with a wonderful brand in the technology segment,” said Lawson. “It’s icing on the cake that [the brand] is so well-known in this industry.”

In past advertising campaigns, Avid has portrayed itself as the company that “delivers the solutions that make, manage and move media.”

That line will initially be re tained.

New work will consist of print campaigns for three markets: broadcast news, high-end postproduction (which includes the feature film and television commercial segments) and prime-time TV.

Advertisements will appear in March issues of publications such as Film and Video, Millimeter, Post and The Hollywood Reporter.

Clarke Goward will work in concert with trade show coordinators at Avid to ensure that collateral work is consistent with the positioning of the advertising, according to Lawson.

The Avid assignment rounds out a relatively productive year for Clarke Goward, which enjoyed a better 2001 than many of its local brethren.

In addition to winning the Avid account, the agency also scored assignments for Woodchuck and Strongbow draft ciders and Vermont Country Soups.

Clarke Goward’s client roster includes Papa Gino’s, NStar, Biocompatibles Eyewear and FM Global Insurance. The agency claims about $47 million in billings and $7 million in revenue.