Mullen Poised to Add MangoSoft for $20-25 Mil.

High-Tech Savvy and Proximity to Client Puts Shop Over the Top
BOSTON–Mullen is poised to add the $20-25 million MangoSoft Corp. account to its growing cache of technology clients.
Following a review, MangoSoft, a Westborough, Mass., provider of Internet access technology, has entered into final negotiations with the Wenham, Mass., shop, confirmed Bob Primmer, MangoSoft’s vice president of marketing. Those talks will likely be completed some time next week, Primmer said.
The Martin Agency, Richmond, Va., and Temerlin McClain, Irving, Texas, also competed in the review’s final round. All three shops two weeks ago made presentations to the client. Though additional meetings were believed to be required, Mullen’s work so impressed MangoSoft senior management that the shop was tapped for the assignment a few weeks before the competition’s scheduled completion date, sources said.
“They really did a great job on their pitch,” said Primmer, who praised the agency’s creative acumen, experience with high-tech clients and proximity to the client. The agency’s experience with clients attempting to define or re-invent categories, such as wireless phone company Nextel Communications and online loan provider LendingTree, also helped, said Joe Grimaldi, Mullen’s CEO and president.
The agency is charged with developing a mix of print, Web, direct marketing and possibly some broadcast efforts. The publicly traded company is looking for a general image boost and is seeking to tout its CacheLink software designed to increase the delivery speed of Internet or intranet content. Ads will likely stress the the savings the product can provide for businesses of all sizes that might otherwise choose to pay for pricey T1 connections.
–with Rebecca Flass