Hill Unveils Cognos Campaign

BOSTON Interpublic Group’s Hill, Holliday, Connors, Cosmopulos this week launches a global campaign for Cognos, the agency said.

The print effort touts Cognos 8 BI, a business intelligence software program. One execution features a man gazing off into the distance with the headline, “Someday, the promise … will be met. Welcome to someday.” Partial copy reads, “Business Intelligence made a promise: to make it simple for everyone to use information to make better decisions. But, given your complex IT infrastructure, the reality of getting a single BI standard in place across the company has been anything but simple. Until now.” The ad uses the tagline, “The next level of performance. “

The campaign will run through November in North America, Europe and the Asia-Pacific region. Executions will appear in business-to-busines publications including ComputerWorld, InformationWeek and CIO. Web and direct mail efforts are also in the mix.

“Cognos is a leader in business intelligence enterprise software and this campaign places that stake in the ground,” said Dave Laverty, senior vice president of marketing for Cognos, Burlington, Mass., in a statement. “We are thrilled that this global marketing launch campaign makes that message loud and clear. Only Cognos 8 Business Intelligence eliminates the challenges that global enterprises have faced in trying to implement BI in their complex environments.”

Spending on the campaign was not disclosed. Last year, Cognos spent about $7 million on ads; from January through June of this year the client spent $5 million, per TNS Media Intelligence.

“We’ve helped Cognos deliver a strategic marketing plan that communicates why Cognos 8 BI gives customers just the type of simple and complete business intelligence that they have been waiting for,” said Scott Rabschnuk, senior vice president and group account director at Boston-based Hill, Holliday, in a statement. “This kind of innovation is what consistently sets Cognos apart as a leader from competitors who package a bunch of their own and acquired products in so-called integrated suites.”