GGC in ‘Command, Control, Charge’ of Comdex

SAN FRANCISCO Gardner Geary Coll has won the creative and media account for Comdex, the fall technology conference in Las Vegas, the agency said.

The San Francisco shop will begin breaking the print and direct mail portions of the global campaign this month. The effort will also include television, online and outdoor advertising, leading up to the November 2003 event.

Spending was not disclosed. TNS Media Intelligence/CMR reported that Comdex had $2 million in media expenditures last year.

The theme of the marketing and advertising campaign is: “Take command, control, charge. Come together and make it happen.”

The first prong of the campaign is meant to attract exhibitors, while the second phase will attempt to draw attendees, said agency president Bob Gardner. “It’s a must-attend event for technology professionals and we want to reinforce that. This is the one show they need to go to,” he said.

The agency will “help deliver the message that Comdex is the technology industry’s most important event,” said Robert Priest-Heck, chief operating officer of Key3Media Events, producer of the conference. “This ad campaign will build on the momentum already created by the commitment of IT leaders such as Microsoft and help ensure another successful Comdex fall this November in Las Vegas.”