Bozell Print Launches eFunds | Adweek Bozell Print Launches eFunds | Adweek
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Bozell Print Launches eFunds

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Client Vows to Make 'Every Transaction More Valuable' in Ads
BOSTON--Bozell Kamstra has created a $4.5 million launch campaign backing eFunds, a startup providing electronic payment services to businesses nationwide.
The print campaign is tagged "Make every transaction more valuable" and targets chief executive, financial, information and other high-level officers in banking, retail and e-commerce corporations. eFunds' parent, Deluxe Corp., St. Paul, Minn., is a leading printer of checks and a longtime Bozell Kamstra client. Deluxe chose the agency's Danvers, Mass., office for creative chores on the eFunds launch after reviewing work from several of the shop's offices, said agency official Bill Drake. Bozell Kamstra in Minneapolis is handling the media buy.
One ad aimed at retailers shows a ballpoint pen and begins, "Some people who write you a check actually have money. Others just a pen." Another execution aimed at banks features a photo of a black cowboy hat and the headline, "Remember the good old days when you knew who was robbing you?"
The effort debuted in Barron's, Forbes, Fortune, The New York Times, The Wall Street Journal and many other general business and technology publications. Ads are slated to run into 2001.
An attempt was made to explain how eFunds can reduce electronic transaction risks, explained Drake, who is creative director at Bozell Kamstra.
The goal of the eFunds campaign, Drake said, is to dramatize the risk reduction feature with simple visual ideas and intriguing headlines. "We're taking a company traditionally in printing and moving them head-long into e-commerce," he said.
Drake and Dan Reeves served as creative directors on the ads. Jamie Randazzo, Tim Sprague and Joe Higgins handled art direction. Copywriters were Alana Carpenter and Paul Padula.
Drake and Reeves joined the 40-person agency at the close of 1998, shuttering their small Boston shop, Reeves/Drake. A few months earlier, Bozell Worldwide had purchased 28-year-old business-to-business shop McDougall Associates, absorbing it into the Bozell Kamstra network. Bozell Kamstra recently moved to offices in Danvers, from nearby Peabody, Mass. K