Philip Johnson Gets Technical

Agency To Handle Ads For Medical Startup
BOSTON–Philip Johnson Associates last week added to its medical cache, picking up ad duties for Boston Medical Technologies.
The Cambridge, Mass., agency won the assignment following an informal review of undisclosed contenders. There was no incumbent.
Billings were not disclosed but will likely be in the low-seven-figure range, said agency chairman and founder Philip Johnson.
Boston Medical manufactures diagnostic devices used by heart specialists, physicians and technicians.
Philip Johnson Associates is charged with building a brand from the ground up, Johnson said. The shop’s duties range from conducting initial market research to developing corporate identity materials and, sometime next year, creating print-based advertising campaigns in magazines targeting medical professionals, Johnson said. The shop is also developing a Web site for the Wakefield, Mass., startup company, he added.
Philip Johnson Associates, a business-to-business specialist with about $25 million in overall annual billings, enjoyed a high-growth year in1998.
“We’ve doubled in size in the last 12-15 months” in terms of overall billings and employees, which now total 30, Johnson said.
Although not a medical products specialist, that niche has proven to be “a hot market” for the shop, Johnson said. In addition to Boston Medical, the agency in July won the estimated $5 million ad account of Perkin-Elmer’s life sciences division.
Shortly thereafter, Philip Johnson Associates scored creative chores on the $2-3 million account of Infinium Software in Hyannis, Mass.