Elastic Networks Is No Stretch For Madison

Georgians Make High-Tech Compatibility Match With Atlantans
ATLANTA–T.G. Madison here continued its new business tear in 1998 by acquiring the account of Elastic Networks last week.
The client is a wholly owned subsidiary of Nortel Networks, based north of the city in Alpharetta, Ga. Billings for the communications business are projected at $2 million during the coming year.
The advertising account went through a formal review process, though the client would not disclose the other contenders.
“We looked at a variety of high- tech specialists,” said Scott Ryan, client director of marketing. “T.G. Madison was selected because of [its] approach to branding, understanding of the high-tech sector, and ability to translate that knowledge into compelling and effective creative.”
What the company offers is a line of products based on Etherloop technology that enables businesses to stretch the reach of local area networks beyond their office buildings. The technology allows simultaneous voice and data communications over existing phone lines, which can represent a significant savings.
Initially, the target audience for this service will be hotels and apartment complexes, which in turn can tout the availability of the system to potential customers or residents as a faster and more efficient means of communication.
“A salesman on the road who has to download something back to the home office doesn’t want to have to take two hours to do so,” said agency executive vice president and new business director Michael Hannahan.
“In this business we all hope for that ideal client,” Hannahan said. “One with a great product and a great name, who appreciates great work. This year we seem to have won our share.”
The Elastic Networks win comes in the same year that the agency has acquired several other new accounts, including Double Cola, the American Cancer Society, Allied Utility Networks and Harry Norman.
According to Hannahan, T.G. Madison began 1998 with $24 million in billings, but expects to end the year with more than $40 million.
–Jim Osterman