Web Site Emphasized as Commonwealth Eyes E-Commerce
BOSTON–CGN Marketing & Creative Services, is looking at the Massachusetts Office of Travel & Tourism account to boost the profile of the 50-person shop and provide a prime creative opportunity.
“This is a significant win for the agency, a creative portfolio opportunity,” said agency president and CEO Ken Dec shortly after CGN was assigned the business, currently budgeted at $4 million per year. Dec said almost the same words two weeks ago when the shop landed the Basketball Hall of Fame in Springfield, Mass. [Adweek, April 10].
CGN’s contract with the state commences July 1 and is renewable yearly for up to four additional years. CGN, Boston, bested crosstown shops Heater Advertising and Irma S. Mann, Strategic Marketing in a review. Holland Mark Edmund Ingalls, Boston, which has handled the business for the past three years, did not participate.
Dec said he was not surprised that his agency, a unit of direct marketing and database firm Epsilon in Burlington, Mass., came out on top, given the state’s desire to emphasize interactive marketing and CGN’s prowess in that arena.
“MOTT recognizes how the Web has changed travel,” Dec said. Tourism officials intend to make the office’s Web site, massvacation.com, “their core marketing vehicle,” Dec said.
CGN will “enhance and improve” the site, taking it from an information-based model to a true e-commerce engine, Dec said. Specific plans have yet to be formulated.
MOTT officials did not return calls last week.
Sources have said a rift developed between MOTT and incumbent Holland Mark after the agency bought Ingalls, Boston, late last year, forming the largest independent shop in New England [Adweek, Jan. 10]. MOTT officials felt their account was lost at a $200 million agency, and Holland Mark executives were frustrated with the amount of work required on the relatively small account, sources said. K
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