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. Ingalls staffers Randy Browning, who heads account service, Jonathan Lee, who directs account planning, and co-creative director Rob Rich played key roles in the pitch, noted Swaebe.
A unit of Creative Technology in Singapore, Cambridge SoundWorks makes home theater, audio and multimedia speakers and accessories. The company sells its products directly and through 26 retail stores in New England and California. It reported $51 million in sales for 1997, the last year for which figures were available. That number represented a 17 percent gain over the previous year.
The win was music to the ears of Ingalls executives, who have been stymied in pitches of late, placing second for assignments from CompUSA, Brink’s Home Security and Blue Cross & Blue Shield of Massachusetts.
The agency is currently pursuing Dreyfus and Northern Light Technology, worth more than $20 million in combined billings. ƒ