Manasian Launches Marketing Practice

BOSTON Technology marketing veteran Jean Manasian has opened her own shop, Manasian Inc., in Waltham, Mass. The integrated marketing communications practice will specialize in handling projects for companies in the high-tech, business-to-business, financial services and online markets.

Manasian’s services range from Web site design, Webcasts and Webinars to e-mail marketing, direct mail, training programs, case studies, literature systems and special events planning. The shop launches with 12 employees.

Current assignments include work for national players such as EMC, Hewlett-Packard and Microsoft, as well as several emerging business. “I believe being project based will enable us to work with very large corporations and smaller businesses,” Manasian said. “Without a retainer, conflicts don’t emerge as readily and smaller organizations can afford to execute a program to help move their business without a year-long budget.”

Manasian’s experience includes both agency and client-side stints. Most recently, she served as president of marketing shop The Burlington Group in Westford, Mass. From 1998-2002, she was executive vice president and managing director at Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston, where she managed all b-to-b accounts. She has also held senior posts at Havas’ Arnold in Boston and computer maker Digital Equipment Corp., where she oversaw the launch of DEC’s first global ad campaign.

—Adweek staff report