Evoke, Greco Go Separate Ways

Greco Ethridge Group and Evoke Communications are ending their year-long relationship.

Louisville, Colo.-based Evoke, a provider of Web collaboration and related services, has launched a review for its $15 million ad assignment.

The split was precipitated by philosophical differences over strategic direction as Evoke changes its marketing focus from image-building to customer acquisition, according to client and agency officials.

The review process is being overseen by Alison Seccombe, Evoke’s vice president of marketing. Seccombe said she has spoken with technology-focused shops in New York, Chicago and Seattle, though she declined to name them. Evoke will work with Greco for a 30-day “transition” period, and the client hopes to name a new agency in December, Seccombe said.

The breakup will have no adverse effect on Greco Ethridge, which em-ploys about 40 staf-fers between its New York and Boston offices, said agency official Paul Marobella.

Greco Ethridge earlier this year fashioned a print, online and outdoor effort for Evoke using the tagline “Until there’s telepathy, there’s Evoke.” Bleak landscapes, such as deserts, were used as backdrops in print executions to illustrate the ability of the client’s offerings to meet users’ communications needs regardless of their physical location.