Gearon Hoffman Employs ‘EFO’

Creates New Term for Push
BOSTON–Gearon Hoffman has coined the term “electronic financial officer” for OneCore Financial Services in new ads.
A television spot features a young executive pitching a fit in his boss’ office. “I’m in the trenches, managing payroll, writing checks! Now I’ve gotta handle all the finances? Don’t count on it!” Back in his office, he learns how’s EFO features can make his job easier.
The ad closes with the existing “Your business. Your money. Your move” tag. It will run on cable through first-quarter 2000. Radio and direct mail support the TV.
Spending is estimated in the low to mid-seven figures.
This marks “the more product-oriented . . . second stage of the campaign” following OneCore’s introduction this summer, said Bob Hoffman, president of the Boston shop. “The client wanted to articulate the way you’d use the [Web] site,” he added. “The CFO idea came up and we tweaked it with the idea of having an electronic financial officer.”
OneCore in Bedford, Mass., is backed in part by an investment arm of e-commerce conglomerate CMGI. It offers services comparable to those at traditional banks. K