Small Army Arrives in Boston

Small Army, launched last week, intends to offer traditional advertising, direct, interactive, design, video and media services in tandem with a network of freelance talent.

The four-person startup is run by principals Jeff Freedman and Mike Connell, who first met six years ago when they worked at Boston shop Cohn Godley Norwood (now Connelly Partners/CGN).

Freedman and Connell said they have no illusions about the tough business climate, but believe they can provide services to small and midsize clients at competitive prices by tapping into freelance talent and using technology to manage workflow efficiently.

“Agencies with [a large] full-time staff are forced to use them for all projects no matter what the client need is, even if the internal staffer is not the most well-suited,” Freedman said. “Our model enables us to bring the most ap propriate talent to the table for any given job.”

Most recently, Freedman ran an interactive-marketing consulting prac tice; he has also held media and inter active posts at Bos ton shops Hill, Holliday, Connors, Cosmopulos, DRK and CGN, working with clients Lotus Development and The Boston Globe.

Connell, a copywriter, spent 10 years at Boston’s Arnold and its precursors, working on the Nynex, Ben & Jerry’s and Volks wagen accounts. More recently, he served as svp, creative director at CGN and, for the past year, as evp at Philip Johnson Associates, Cambridge, Mass.

Small Army opens with several projects, in cluding a brand relaunch for speech-recognition software pro vider Kurz weil Technologies in Wellesley, Mass. The assignment includes print ads, direct mail and package/logo design, said Cindy Johnson, client vp of marketing.

Recent local start ups have met with mixed results. Modernista! and McCarthy Mambro Bertino have surged. Others have closed or combined. Earlier this year, boutique agency Six was absorbed by Via in Portland, Maine.