Hill, Holliday’s First Branding Campaign Goes Down the Drain
BOSTON– Hill, Holliday, Connors, Cosmopulos, hired earlier this year for AnyDay.com’s $15-20 million advertising assignment, probably won’t be around for the long haul following the client’s recent acquisition by Palm.
Palm bought AnyDay in a cash and stock transaction valued at $80 million. AnyDay, an online calendar, address book and event-planning service in Cambridge, Mass., will likely see its brand identity absorbed into Palm, which uses Citron Haligman Bedecarre, San Francisco, for its $70 million advertising account.
Citron was appointed in May.
So says Bob Pagano, AnyDay’s former chief marketing officer, who selected Boston-based Hill, Holliday in February following a review.
“Palm made the decision that it did not make a lot of sense to run the program that Hill, Holliday developed,” Pagano said. “Based on that decision, I made a decision that if I was not running a major brand campaign, I would wind down with them and take time off.”
Pagano last week parted ways with AnyDay and is weighing his professional options.
Executives with Palm in Santa Clara, Calif., could not be reached by press time.
Hill, Holliday had created print, radio and outdoor spots for AnyDay, using the tagline, “Conquer your world.” The agency is expected to wrap up work with AnyDay in the fall.
“What we hope is that this will open some other doors and will lead to other Palm work,” said Hill, Holliday executive vice president Laurel Rossi. Officials at AnyDay referred calls to a spokesman at Mullen in Wenham, Mass., who was unsure of Hill, Holliday’s fate. He said o decision has been reached regarding whether the AnyDay brand will be rolled into Palm.
Mullen had been appointed by Pagano, who had worked several years for the agency prior to joining AnyDay as the year began. Mullen is expected to remain as a regional PR agency for Palm, the spokesman said. Both Hill, Holliday and Mullen are units of the Interpublic Group of Cos. K
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