Mullen Unveils Genuity, Helios Campaigns

BOSTON—A new $25 million campaign for Genuity focuses on the client’s Black Rocket Voice product, the latest addition to the Black Rocket family of integrated software platforms. Two TV spots, created by Mullen in Wenham, Mass., break this week nationwide. One spot touts the product’s security capabilities; the other pushes its ability to help companies solve problems. Print and online ads also appear in business and IT publications. In a departure from prior campaigns, the new ads carry no tag. Separately, Mullen has introduced ads promoting the Helios Personal Oxygen System, a portable oxygen-delivery device made by Puritan Bennett. The spot, which shows a patient enjoying the active lifestyle afforded by the product, is running in test markets including Tampa, Fla., Denver and Phoenix before breaking nationwide this summer.

MarketSoft Splits With LBWorks

BOSTON—MarketSoft, a provider of automated marketing applications, has split with Leo Burnett’s LB Works of Chicago after approximately six months and is seeking a new agency, sources said. The client in Lexington, Mass., spends $5 million annually on ads. A MarketSoft official declined comment at press time.

Former Arnold Team to Davis-Elen

SAN FRANCISCO—Davis-Elen Advertising has hired Rob Ingalls and David Moranville as executive creative directors, the shop announced last week. The two former executives from Arnold in San Francisco will work in both the Los Angeles office of Davis-Elen and in a new facility that the agency plans to open in San Francisco. Both Ingalls and Moranville left Arnold last month after the termination of their three-year contracts. The pair has worked together for more than 20 years. Jim McGinn and Stu Cooperrider were dispatched from Arnold’s headquarters in Boston as president and creative director, respectively.

Velocity Helping Area Resident’s Cause

BOSTON—Velocity Advertising has unveiled a Web site in support of Kevin Keefe, a Waltham, Mass., resident and friend of agency president Lisa Hickey who suffers from ALS, or Lou Gehrig’s Disease. The site,, allows visitors to make donations and post letters of support. Identity One, a Boston Web developer, also contributed to the site.

New Balance Breaks TV, Interactive Campaigns

BOSTON—New Balance continues its seven-year-old tag, “Achieve New Balance,” in a new campaign via Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York. The two 30-second spots, breaking in March, retain the “Achieve New Balance” tag and ask what keeps athletes motivated. One features a woman running away from a rain storm and poses the question, “What keeps you running?” Another depicts a cross-trainer bounding up a hill of stairs and rewarding herself with a small piece of chocolate. She asks, “What keeps you going?” Spending is estimated at $15 million. MVBMS has worked for the Boston-based client since 1988.