Security Dynamics Shifts To A&G




Incumbent Partners & Simons Replaces Client With ALTech Account
BOSTON–Security Dynamics Technologies has moved its ad account to Allen & Gerritsen following a review of undisclosed agencies.
Partners & Simons in Boston, the creative incumbent, split with the Bedford, Mass.-based client after a six-month relationship and did not defend the business, said Partners & Simons official Gib Trub. Executive changes at Security Dynamics prompted a “mutual” parting of the ways, according to Trub.
Carat Freeman in Newton, Mass., had handled the media portion of the account, which has also been shifted to Allen & Gerritsen. Freeman officials did not return calls seeking comment, and it is not known whether the media shop also split with Security Dynamics or attempted to keep its portion of the business. Client officials did not return calls.
Billings on the account were not disclosed. Sources estimated Security Dynamics’ ad spending in the low-seven figures.
Allen & Gerritsen will create and place a print, direct mail and interactive campaign touting Security Dynamics’ SecureID authentication software and related offerings, said agency president Paul Allen. The client’s products help protect information stored in computer networks.
The Watertown, Mass., agency is in the process of formulating creative strategies for the campaign, which will break later this year in the technology press, Allen said.
Partners & Simons has replaced the Security Dynamics account with an assignment from Applied Language Technologies (ALTech), a Boston-based company that develops telephone-based, voice-recognition systems. Media chores are being handled in-house.
Billings have not been finalized but are expected to be in excess of $1 million, according to Trub.
ALTech’s products replace telephone punch-in menus, allowing callers to access information and conduct business–such as making stock trades or airline reservations–via verbal commands. ALTech systems are used by United Airlines and E*Trade.
Ads will appear in various publications targeting corporate call center managers and perhaps some mainstream technology books, Trub said. The campaign, ALTech’s first foray into advertising, is scheduled to break in September.
Separately, Partners & Simons and Stein Rogan & Partners in New York were upstaged by Hampel/Stefanides in New York in the final round of a review for the $7-10 million account of the National Discount Brokers, also in New York.