TFA Opens E-Commerce Account




Shop To Create Branding Ads For Younology
BOSTON–Younology, a provider of online transaction software, has tapped TFA/Leo Burnett Technology Group here as its first agency of record after a review of undisclosed shops.
Spending may reach $4 million and will consist mainly of branding ads in vertical technology publications and business magazines, said Leigh Golterman, senior vice president of business development at Younology in New York.
The agency’s high-tech acumen, combined with the brand-building track record of parent company Leo Burnett, drove the selection, according to Golterman. The client has used outside shops for projects but has never worked with an agency on a full-blown branding initiative, she said.
Ads created and placed by TFA/Leo Burnett will break in the first quarter of 1999. The agency will also handle Web site development and create collateral and promotional materials.
Younology becomes “one of the largest” clients at the 33-person Boston office, said agency president Jeff Winsper. Launched two years ago, Younology markets software that facilitates object-oriented transactions between merchants and suppliers.
Because of the recent growth in New York’s “Silicon Alley” technology corridor–which has given rise to startups like Younology–TFA/Leo Burnett will continue to mine Manhattan for prospects, said Winsper.