SoundWorks Signals Ingalls

BOSTON-Coming off a flat year and in need of a boost, Ingalls regained some momentum last week, winning a national branding assignment from Cambridge SoundWorks.
Ingalls was hired as the Newton, Mass., company’s first outside agency after a review of undisclosed shops.
A maker of audio systems, Cambridge SoundWorks spent $5.6 million on ads last year, according to Competitive Media Reporting. However, the ultimate budget at Ingalls may be “considerably larger,” said Tom Hannaher, senior vice president of marketing at Cambridge SoundWorks.
The scope of the assignment has yet to be determined, but retail executions and direct marketing chores will continue to be handled in-house, said agency representative David Swaebe.
Media duties were in the “negotiation” stage at press time but Ingalls will likely handle planning and buying, Hannaher said.
The Boston shop’s “strategic planning and creative capabilities” led it to victory, Hannaher said.