– MangoSoft Considers 6 Semifinalists
BOSTON–MangoSoft Corp. is considering a half-dozen semifinalists in the review for its $20-25 million advertising account. Mullen in Wenham, Mass., is competing against Temerlin McClain in Irving, Texas, The Martin Agency of Richmond, Va., and three New York agencies, Doremus, Gotham and Grey Advertising, said Rick Hooker, who is overseeing the search process for Pile and Co., the consulting firm in Boston. The client in Westborough, Mass., is looking for an agency to craft a mix of product and image advertising. Currently, there is no agency on board. MangoSoft last worked with Welch Nehlen & Groome in Garden City, N.Y., in the late 1990s on national print advertising campaigns that ran primarily in the business press. Upcoming efforts will likely consist of a mix of print, online and possibly some broadcast efforts, according to Bob Primmer, MangoSoft’s vice president of marketing. The publicly traded company is looking for a general image boost and wants to promote its CacheLink software-based Web product. CacheLink is designed to increase the delivery speed of Internet or intranet content. An agency decision is expected in late spring.
– Dieste Breaks Hispanic Spot for Southwest
DALLAS–In keeping with Southwest Airlines’ general market “Wanna get away?” advertising campaign, Dieste & Partners has developed a humorous new Spanish-language television commercial for the carrier. The 30-second TV spot shows a wedding ceremony in which a priest consistently calls the groom “Frank.” An altar boy finally informs the priest that the groom’s name is Ricardo. Over a shot of the terribly embarrassed priest the narrator asks, “Queres salir volando?” (“Wanna get away?”). The client and agency are both based in Dallas.
– New Cigarette Claims Are Tested in Metroplex
DALLAS–R.J. Reynolds Tobacco Co. began test marketing Eclipse cigarettes in the Dallas/Fort Worth area last week through a direct mail and Internet campaign, which will be followed by retail distribution. For the first time, the manufacturer is promoting the brand with claims it offers less risk of cancer, chronic bronchitis and emphysema compared to other cigarettes. The Eclipse cigarette heats, rather than burns, the tobacco it contains. The direct mail campaign was created by DraftWorldwide in Chicago.
– 4A’s Selects 49 Finalists for O’Toole Awards
ATLANTA–The American Association of Advertising Agencies has chosen 49 finalists for the creative O’Toole Awards, with winners to be named May 12 in Bermuda. From the Southeast, for agencies with more than $30 million in billings, Crispin Porter & Bogusky, Miami; Fitzgerald & Co., Atlanta; and The Martin Agency, Richmond, Va., have been nominated. For shops with less than $30 million in billings, Bates USA/South, Miami; Freebairn & Co., Atlanta; and Lawler Ballard Van Durand, Birmingham, Ala., are finalists. Bates was also recognized in the multicultural category. CP&B, Fitzgerald and Atlanta’s Austin Kelley, Sawyer Riley Compton and WestWayne are finalists in the public service category.