Ingalls, Mullen See the Light

BOSTON-Ingalls, Mullen and Jordan McGrath Case & Partners/Euro RSCG have emerged as finalists in the review for the $12-15 million ad account of Northern Light Technology.
Out of contention after a round of capabilities presentations are Pagano Schenck & Kay and CGN Marketing & Creative Services, both in Boston, and Gotham and Ogilvy & Mather, both in New York. There is no incumbent.
Pile and Co., the Boston-based management consulting firm, is overseeing the search.
Ingalls in Boston, Mullen in Wenham, Mass., and Jordan McGrath in New York have been given a speculative assignment and will make final presentations early next month, said Susan Stearns, director of enterprise marketing for the Cambridge, Mass.-based search engine.
A final decision is expected shortly thereafter, with the winner being asked to create “primarily branding and name awareness” executions, said Stearns.
Northern Light claims to be “the world’s first search engine” but has a decidedly low profile, which it is looking to boost through advertising. The client provides content from numerous media outlets, including Billboard, a division of Adweek parent BPI Communications.
Ingalls has reached the final round in several reviews of late but has come up short. The shop, which recently lost pitches for a division of CompUSA and Blue Cross & Blue Shield of Massachusetts, is believed to have fallen to Deutsch in New York in a review for Brink’s Home Security, though the client has not confirmed the selection. ƒ