High-Techs Tap Arnold




Inktomi, Insight Worth $15 Mil. in Billings
SAN FRANCISCO-Arnold Ingalls Moranville added two high-tech clients to its roster last week, picking up the accounts of Inktomi, a software maker, and Insight, a global direct marketer of computers and related products.
Sources said the wins total $15 million -Insight is the larger of the two accounts- and push billings for Arnold’s San Francisco office to roughly $75 million. The agency won both accounts following reviews with undisclosed contenders.
Hampel/Stefanides’ San Francisco office picked up the Inktomi account last fall, but when that office closed earlier this year the agency shifted the business to its New York headquarters. Executives at the San Mateo, Calif., company liked Hampel’s work, said sources, but wanted a shop closer to home.
Arnold Ingalls Moranville will create a national print, outdoor and radio campaign for Inktomi targeted at executives of Yahoo!, America Online and similar Internet companies. Inktomi makes software products such as Traffic Server and Search Engine, which are used to create and maintain Internet infrastructures for these companies.
“Inktomi is completely dominating the Internet infrastructure space, and we can’t wait to get in and help them extend that position,” said Ed Dilworth, president and managing partner of Arnold Ingalls Moranville.
The agency will also launch a national multimedia effort soon for Insight, Tempe, Ariz., which may include TV work, sources said.
“Computer, hardware and software direct marketing is an enormous category,” said Dilworth. “The challenge is communicating Insight’s message to a broader set of people who are willing to buy direct.”