Cambridge Shop Recasts BTU

Baldwin & Stone is helping BTU retool for the Web.
The Cambridge, Mass., shop won the account after a review that included Portsmouth, N.H.-based Casey & Co. and Red Brick Design, Chelmsford, Mass., said BTU marketing and communications director Marie Roy. Billings will likely be in the $1 million range, she said. The incumbent was Benes Communications in Lexington, Mass.
“I was looking for a marketing arm and more of a strategic vision,” Roy said. As its first assignment, Baldwin & Stone has produced a series of trade-show teaser ads introducing a new thermal processing system. The effort is tagged, “BTU. Look again.”
The tagline aims to convey BTU’s new Web focus. “They’ve decided to take a totally fresh look at all aspects of their business,” said agency creative director Paul Stone. Of late, the client has moved many of its operations online. “They are the prototypical nuts-and-bolts manufacturer that has moved into the Internet era,” he said.
Baldwin & Stone is working on corporate identity, branding, annual reports and trade print advertising for BTU. New print ads will run in April or May and may contain the same tagline. BTU is handling media buying this year.
The 50-year-old North Billerica, Mass., firm manufactures thermal processing systems and posted $56.5 million in sales in 1998. K
The publicly traded company employs 300 people and posted $56.5 million in sales in 1998. New print ads will run in April or May and may contain the same tagline. BTU is handling media buying this year.