Holland Scores Win

Facing the loss of one of its largest accounts and possible layoffs, Holland Mark Advertising last week added integrated marketing chores from Persumma Financial, a unit of the MassMutual Financial Group.

“It’s a meaningful win at a time when meaningful wins are nice,” said Bill Davis, chief executive of the Boston agency, which is in the process of shedding some $20 million in business from TJX Cos.’ T.J. Maxx stores and other brands [Adweek, Sept. 25].

Budget levels were not disclosed. Initial Persumma spending is expected to be in the low eight-figures, sources said.

Davis would not address whether Persumma will provide enough of a boost to avert or soften a round of layoffs being mulled in light of the TJX defection.

Holland Mark was tapped for the assignment by the client in Newton, Mass., because of the agency’s ability to deliver integrated communications solutions and quantifiable business results, said Elizabeth Crabill, Persumma’s vice president of marketing. “Holland Mark offers an all-in-one solution,” she said.

Holland Mark and its idstudios interactive and direct division will create an integrated campaign introducing Persumma, which will offer companies Web-based 401(k) account services and planning tools.

Persumma will launch its offering before the end of the year, supported by print, direct and online efforts targeting companies with more than 1,000 employees.

“Holland Mark will establish the brand architecture, and idstudios will deliver the Web execution, traffic and leads,” said idstudios president M.K. Seipke.