InnoCentive Enlists PJA

BOSTON InnoCentive, an online business venture of Eli Lilly and Co., has selected PJA for advertising and marketing services. The budget is approximately $2 million.

PJA of Cambridge, Mass., will develop a global image campaign designed to drive traffic to the Web site,, which serves as an online forum allowing scientists and corporations (specializing in chemistry and biology) to collaborate and interact. Print and online efforts will be the focus, but trade show support and direct response elements are also on tap, according to the agency.

A new campaign will break in the business and trade press starting in the third quarter. The tagline: “Minds over matter.”

PJA said it prevailed over a field of undisclosed regional shops for the business of the client, which is located in Andover, Mass. InnoCentive had recently worked with Grey, New York.

PJA is in the midst of a modest new-business streak, having previously added work from Informs (the Institute for Operations Research and Management Sciences) and biotech company PHT in recent weeks.