Carat Freeman to Handle Media on $4-7 Mil. Assignment
BOSTON–Pagano Schenck & Kay has been hired by Revenio, an e-marketing software company founded less than a year ago, to help promote the fall launch of the company’s first product.
The initial budget is estimated to be between $4-7 million.
“We’re starting from scratch,” said agency president Beau Fraser, who is leading the account. “It’s a great opportunity for us to do smart work and creative work, because the category hasn’t been defined.”
Once the overall marketing strategy is finalized, the Boston agency will begin developing magazine and newspaper advertising, Fraser said. Work is slated to appear in the fall.
The Burlington, Mass., company considered six New England agencies before it was won over by Pagano’s “strategic knowledge and stellar creative track record,” said marketing manager Alex Langlois, who declined to disclose the names of the other agencies considered.
“We looked at everyone’s work, particularly in the high-tech arena, and [Pagano Schenck & Kay’s] work stood out,” Langlois said. “We’re in a very cluttered category, and we really need someone to help us stand out.” Another factor in the decision was the involvement of senior management, Langlois added.
Revenio conducted the review without the help of an outside consultant. However, several of the company’s employees have worked at local advertising agencies, including Langlois, who previously served as an account supervisor on the Fidelity Investment account at Hill, Holliday, Connors, Cosmopulos, and vice president of marketing Janet Logan, who worked at Strategic Interactive Group (now Digitas). Neither Hill, Holliday nor Digitas, both in Boston, were considered for the account.
The client also appointed Carat Freeman, Newton, to handle media buying and planning chores. Pagano and Carat Freeman did not pitch together. Rather, the latter was tapped based on its experience with high-tech print media.
Revenio is the developer of Revenio Dialog, a class of software providing “dialog marketing” capabilities. The product is designed to maximize customer value through continuous, interactive and personalized dialog across e-mail, the Web, traditional direct marketing and call centers. The product will launch in September or October, supported by advertising from Pagano Schenck & Kay.
Revenio is backed by investors Charles River Ventures and Matrix Partners. K