DSW Partners, Bozell Progress To Final Round

Euro RSCG DSW Partners in Salt Lake City and Bozell Worldwide in Mountain View, Calif., will face off against an East Coast shop in the final round of the review for Progress Software’s $3-5 million ad account.
The Bedford, Mass.-based client last week named the two West Coast shops and Harpell/Martins & Co. in Maynard, Mass., as finalists for the creative and media buying assignment.
Mullen in Wenham, Mass., and Bates USA in New York failed to make the cut. Anderson & Lembke in New York withdrew before finalists were chosen, said Judy Neer, an official with Pile and Co., the Boston consulting firm managing the review.
The three finalists will present speculative creative materials in the next few weeks. A decision is expected in early October.
The search is being undertaken to consolidate the lion’s share of the client’s global advertising. Currently, Progress Software uses several shops for various chores on both retainer and project contracts, including Cohn Godley Norwood in Boston, which creates ads for the company’s Aptivity brand.
Cohn Godley has not been involved in the current review, but agency president Ben Godley has insisted the shop’s position with the company is not in jeopardy.
Client officials have not responded to queries seeking confirmation of Cohn Godley’s standing. Mike Mitssek, vice president of corporate marketing, did not return calls last week.
Pile and Co. president Skip Pile has said that upcoming campaigns are expected to consist mainly of corporate branding efforts to buoy the Progress Software name. The company’s last major branding push came in the mid-1990s from Pagano Schenck & Kay, Boston, which fashioned the tagline “Powered by Progress” in an effort modeled after the widely successful “Intel inside” ads.
Financial concerns may be a factor in the review, with Progress reporting a $1.6 million fiscal 1997 loss compared with a $5.5 million profit in fiscal 1996.