Swirl Wins PointCast

Swirl has picked up an estimated $3 million in business from PointCast, Cupertino, Calif., following an informal review of several Northern California agencies. The client and its former agency, Blazing Paradigm, San Francisco, mutually split a few months ago.
The San Francisco agency’s first consumer print advertising for the online information provider will break in the first quarter of 1998 in magazines such as Time and Fortune. The campaign will be directed primarily at business executives, with TV and interactive work being considered for next year, according to Swirl executives.
The agency is also working as a partner with its new client to develop a “strategic branding initiative” that will coincide with the new campaign, according to Eric Roos, Swirl partner and account services director.
“There is so much information available to people through the Internet, and they have become slaves to it,” Roos said. “PointCast wants people to feel like they are the masters of information and know PointCast provides a solution for controlling that information.”
PointCast, which competes directly with firms such as Microsoft and Netscape, will release an upgraded version of its product in conjunction with the upcoming campaign. The company is also gearing up for an initial public offering, sources said.
PointCast is Swirl’s fourth win since opening for business in September. Annual billings for the agency are estimated at $15 million.