Iomega, Whole Foods, Beneficial Give Assignments To Tateaustin




DALLAS
TateAustin Advertising and Public Relations in Austin, Texas, has landed $2 million in new business from a set of high-profile clients, including Zip drive manufacturer Iomega.
The Iomega work includes a $1 million-plus image-building campaign that will focus on Iomega’s recruitment efforts to attract high-tech talent for its Roy, Utah-based operations in seven countries.
Other new accounts include Austin-area Whole Foods Markets and financial services firm Beneficial Texas, which operates in most major in-state markets.
The Iomega account is TateAustin’s first work in recruitment advertising, which the agency considered an advantage when pitching to Iomega officials. “We told them we are obviously not a recruitment advertising agency, but we explained that with a recruitment agency, you’re not getting the creative you need,” said David Baker, the shop’s director of business development. Rather than placing phone numbers in classifieds, the broadcast, multimedia and print messages will direct potential Iomega recruits to the company’s World Wide Web site.
TateAustin defeated five other shops in a review for the business.
Iomega is best known for its Zip drive technology that allows data storage on 100-megabyte disks. The company, which reports it has sold more than 9 million Zip drives, recently launched a new print campaign from Euro RSCG Dahlin Smith White in Salt Lake City. Broadcast commercials are set to air during mid-November through December.
For Whole Foods, TateAustin will handle local media relations and marketing work for the two flagship locations of the health-food chain in Austin.
The Beneficial assignments are directed at this week’s statewide referendum that could provide home equity lending to Texans (which state law currently forbids). The work mostly centers on boosting Beneficial’s presence in the industry should the referendum pass. “The Texas market will face extensive competition and our goal is to position Beneficial Texas as a leader within the industry,” said account executive Phil Hudson.