Carmichael Lynch in Minneapolis was named agency of record for the $15 million BOSC Technologies account.
The client, based in Bloomfield Hills, Mich., is creating an as-yet-unnamed retail chain that will offer built-to-order personal computers, software and related services. The agency won the assignment because of its work for Gateway 2000 and Zing Systems, two high-tech accounts the agency has worked on in the past several years.
Maher Sarafa, BOSC vice president and director of marketing, is familiar with Carmichael from its pitch two years ago for CarChoice, where Sarafa had headed marketing. BOSC awarded the account without a review. First-year billings could exceed $15 million, according to Sarafa. --Ellen Rooney Martin
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