Thomson, Brooktrout Wins Catapult Shop Near $60 Mil. in Billings
BOSTON--Allen & Gerritsen last week picked up the ad accounts of Thomson Financial Services and Brooktrout Technology after separate reviews.
Billings were not disclosed, but sources close to the Watertown, Mass., shop estimated combined annual spending at $10 million.
Winning the assignments solidifies the 60-person shop's standing as a premier business-to-business specialist and proves it can successfully go up against better-known competition for global business, said agency president Paul Allen.
Allen & Gerritsen defeated New York and Boston shops to win global branding chores for TFS, a provider of information, research and software products to corporations worldwide, said Kevin Lorenc, vice president of corporate communications at the Boston-based client.
Doremus & Co., Citigate albert frank and The Lord Group, all in New York, were among the agencies that pursued the business, sources said. There was no incumbent.
The client has "dabbled with some project work for individual initiatives but in terms of the TFS brand, there was nothing that could be construed as a campaign," Lorenc said.
Billings were not disclosed. Annual spending may approach $6-8 million, according to sources.
"We'd really like to see this grow" in terms of budget if Allen & Gerritsen's initial second-quarter branding push in the business and financial press is successful, Lorenc said.
TFS is looking to boost its profile among current and potential customers who may be more familiar with competitors such as Dow Jones & Co., Bloomberg and Reuters, Allen said. The agency will develop a global corporate campaign for TFS, a unit of Thomson Corp., a publicly traded news and technology conglomerate based in Toronto. TFS products include the daily American Banker and online financial service First Call.
Brooktrout, Needham, Mass., is a supplier of voice mail, faxing and related communication systems which recently purchased the computer telephony division of Lucent Technologies, Murray Hill, N.J.
Brooktrout wants a mix of branding and product advertising, along with direct marketing and online executions, said client official Sheree Ford. There was no incumbent. The client will be likely spend $2 million, according to sources.