FileNet Taps dGWB After Review

Business software maker FileNet has selected dGWB in Irvine, Calif., to handle its product and corporate ad account. Industry estimates peg billings at $1-2 million.
The Costa Mesa, Calif.-based firm’s decision follows a review of 15 undisclosed Los Angeles and Orange County shops, explained Lynn Powers, manager of corporate communications for FileNet. The client continues to work with a roster of other agencies, but Powers declined to reveal which ones.
Agencies that pitched the business did not make creative presentations, according to Powers. The client selected dGWB based on “the people [at the agency] and their creative [for other clients], which stood out from the rest of the agencies.”
Advertising will consist of print ads in business and computer magazines directed at chief financial officers, chief operating officers, and chief information officers, according to Mike Weisman, dGWB partner.
Publications will include the November issues of The Wall Street Journal and Business Week. Banner Web site ads will also be used.
“We plan to develop a specific point of view for the company, with more about business solutions than about products,” Weisman said.
The agency will break its image campaign in November publications, with product-focused ads to follow, said Weisman.