Boca Research Picks ‘Silicon Beach’ Green

Moving its offices to Florida’s “Silicon Beach” has paid off for Green Advertising, as the Boca Raton, Fla., agency was tapped to handle the $1 million ad account of modem maker Boca Research. The shop is preparing to help launch the client’s Tidalwave 56K product this summer.
Dave Spector, Green Advertising vice president and creative director, sees the account win as “confirmation” of the agency’s entry into the high-technology category.
“Since our move to Boca [from Fort Lauderdale, Fla.] a few years back . . . we’re right in the midst of five or six giant high-tech firms,” he said. Though the $21 million Green has handled technology projects, Boca Research is the first client to assign the shop all its advertising.
For about a year Boca Research was using Daniels & Roberts, also in Boca Raton, said client manager of marketing Jill Fried, while outsourcing projects to Green. The company elected to place its entire account at Green following a review of undisclosed South Florida shops.
“We were looking for a new attitude, a new look. Green was really creative, really aggressive,” said Fried. “They acted like they were already our agency.”
The 10-year-old Boca Research suffered a financial setback last year, when sales plummeted to $70 million from $150 million in 1996. Fried attributed the decline to market confusion in modem standards among Internet services, resulting in consumers buying units that sometimes did not work with their system technologies.
“The whole industry took a downturn,” Fried said. Earlier this year, modem technologies were standardized by the International Telecommunications Union.
Green’s first assignment is promoting the Tidalwave modem. It is responsible for package design, direct mail and trade advertising to computer resellers such as Comp USA and Mac Warehouse. The campaign will break this summer, said Fried. Boca Research also plans to utilize Green in other areas; the client makes videoconferencing products and “set-top boxes” that allow consumers Web access via their TVs.