Salt Lake City Bound

Red Hat looked west for its new agency, hiring Euro RSCG/DSW Partners.
A spokesperson for Red Hat, a developer of Linux-based operating system software, said the media budget will be at least $10 million. It could go as high as $50 million.
“Working with someone who can change the whole computer industry is not something we are unfamiliar with,” said Jon White, partner at the Salt Lake City agency.
“DSW was founded with the Novell account before anybody knew what a LAN was,” White said. “Linux, with Red Hat at the forefront, has the potential to change how computers are being used.”
DSW topped Donino, White & Partners in Atlanta and The Martin Agency of Richmond, Va. Twelve agencies participated in the review initially, and nine pitched the Durham, N.C., client, said Teresa Spangler, Red Hat’s vice president of marketing.
Red Hat’s commitment to marketing was questioned by its previous agency, BaylessCronin in Atlanta, which resigned the account last April.
The choice of DSW, a proven technology specialist responsible for Intel’s “Inside” ad campaign and currently agency for QMS/Minolta printers, seeks to quell those concerns.
“We’ve learned some lessons, like any young company,” Spangler said. “We’re a global
organization and we’re going to act like it.”
White said the object would be to grow Red Hat “unconventionally . . . in keeping with the tradition of their brand,” he said. “We’re going to be doing a tremendous amount
of account planning [to find]
creative ways of approaching the
marketing.”