PJA Preps Image Boost for Radiant Systems

Philip Johnson Associates is preparing to break a national campaign for Radiant Systems, a pro-vider of office productivity software.

Print ads breaking in fall and winter trade magazines take the form of testimonials. The agency in Cambridge, Mass., is also redesigning the Atlanta-based client’s Web site and creating marketing support materials.

One execution showcases Gal-yan’s Trading Company. A photograph depicts the showroom floor and a field manager communicating via a handheld device. Copy explains how the Indianapolis-based outdoor clothier controls labor costs and improves customer service by using devices empowered by the client’s software: “Radiant’s Web-based solution gives Galyan’s the power to automate labor scheduling by matching customer demand with employee capabilities and preferences.”

Media spending will amount to $500,000-1 million, according to agency partner Mike O’Toole.

The work will target senior operations managers at large retail operations, particularly clothing-store chains and restaurants, markets in which Radiant is especially active, according to O’Toole.

The work will appear in trade publications such as Chain Store Age, Retail Info Systems and Stores. PJA is handling creative chores and shares media planning and buying duties with Fulgent New Media of Boston.

The campaign is scheduled to run into next year, O’Toole said. The current work carries no tagline. The shop is still working on an over-arching theme for the client, and a tagline may debut in upcoming ads in the campaign, O’Toole said.

Agency creative director Hugh Kennedy wrote the copy; Chris Frame was responsible for art direction.

PJA acquired the Radiant Systems account this summer following a review of undisclosed contenders. Previously, work on the account had been handled in-house, according to O’Toole.