Software Firm Taps Pair for Greater Reach
BOSTON–Partners & Simons, working in tandem with Carat Freeman, is breaking a $2-4 million trade campaign for InstallShield Software Corp.
The first ads announce a major upgrade to Installshield, which installs and interfaces applications on Windows platforms. After that, Partners & Simons hopes to broaden the advertising message of the Schaumburg, Ill.-based software developer to include corporate IT managers and software professionals.
“It’s a far bigger market that’s far more general and broad,” said Partners & Simons principal Gib Trub. “It’s probably the impetus for finding a new marketing partner.”
The Boston shop won the account after a review of undisclosed shops. Installshield marketing director Tom Russell hired Carat Freeman, Newton, Mass., for media chores in July shortly after he joined the company.
Twelve-year-old Installshield previously worked with various Chicago shops on a project basis.
The company has a corporate logo but no tagline. The possible creation of a tagline is under discussion, Trub said. Partners & Simons is working with Installshield vice president of marketing Brian Hall and Russell on the account.
Partners & Simons created a print execution now running in software trade publications that introduces a product called Installshield Professional 2000.
“Building setups that include third-party technologies is a constant battle,” the text reads. “Installshield Professional 2000 is the peace plan.”
Online ads on computer sites such as ZDNet and CNET are scheduled through next year.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity