High-Tech Shockwave Shakes Fallon McElligott

Though far from the biggest account on Fallon McElligott’s roster, Macromedia’s global $5-10 million business does come with its own unique perks.
“There is a huge quid pro quo [element],” said Mark Goldstein, the agency’s chief marketing officer. For example, Fallon will become a beta testing site for the Web publishing and software company’s new products–including updated versions of its popular Shockwave animation player–thereby giving the agency the first look at the latest Web technology. The first stop will be the agency’s own Web site.
“We will redesign a Fallon.com Web site that will be an ode to Macromedia,” Goldstein said. The agency will also be able to offer its expertise on the company’s products to other clients, he said.
The San Francisco company selected Fallon after an informal review of undisclosed shops, said Russell Kelban, client vice president of corporate marketing. The account had been at USWeb/CKS in San Francisco, he said.
Kelban cited the Minneapolis agency’s creative reputation, noting work for BMW of North America and United Airlines, as a major reason for the selection.
“Our job is to create exciting and compelling images for the Web,” Kelban said. “It would be foolish not to partner with an advertising agency that can represent that.”
Fallon’s assignment includes traditional and online advertising and media duties, as well as Web site and package design through subsidiary Duffy Design and Interactive, Goldstein said.
One of the shop’s first tasks is to create a branding campaign. Though 86 percent of Internet users have Shockwave, the product’s equity is not transferring to the parent company, Goldstein said.
Macromedia spent $2.3 million on advertising over the first seven months of 1999, according to Competitive Media Reporting. The company will nearly double its ad budget next year, Kelban said.