BBL Communications is preparing to launch its first print campaigns for two recently added technology clients.
Ads break this month for Navman USA, a New Zealand-based producer of global positioning systems. A push for Otec Precision Finish, a German manufacturer of finishing products for jewelry makers and retailers, launches in April.
The Navman effort appears in March issues of Boating Magazine, Sail and Florida Sportsman. The first execution touts the company's marine navigation systems. It shows the product against a backdrop of a stormy ocean. Text tells how the products help navigators escape rough waters. It reads, "Let Navman plot your great escape!"
More ads promoting similar products will appear this summer.
The campaign for Otec Precision Finish promotes its "Eco-Dry" in-store polishing ma chine. A closeup of a woman's face, along with the image of a diamond ring, is featured next to copy reading, "I like selling, not polishing."
The product, according to the agency, frees retailers from frequent polishing by hand and leaves them time to concentrate on sales.
The ad breaks in the April edition of Jewelers Circular Keystone, a monthly trade magazine. More ads will break later this year.
BBL added the assignments earlier this year. Spending for each is estimated in the mid six figures.
Other clients of BBL include Pan American Airways, NEC, Delta Elec tron ics and Allegro Micro systems.
Earlier this year, the agency picked up chores for Maybridge, a U.K. sup plier of compounds for the pharmaceutical, biotechnology and agrochemical industries. BBL is charged with strategic planning, public relations and U.S. media buying for ads created by the client's lead agency, Silk Pearce in London.