Shop Readies Ads After Digital Broadband Wins State Contract
BOSTON--Pagano, Schenck & Kay will lead a $6-10 million branding campaign for newcomer Digital Broadband Communications.
The Waltham, Mass., company recently was thrust into the limelight when it won a contract to provide high-speed Internet access to nearly 5,000 public schools, libraries and municipal buildings in Massachusetts.
The 6-month-old firm beat out 21 competitors, including Bell Atlantic and AT&T. The state is backing the network with $9 million; Digital Broadband would not disclose its fee.
Boston-based Pagano started working with Digital Broadband in August after being hired to develop business and brand strategy. At their first meeting at the startup's office, executives gathered around a table made out of a plank of pine and two trash cans, said Pagano president Beau Fraser.
Despite the less-than-glamorous office space, agency executives were impressed by the firm. "They were smart enough to realize they needed to have a brand," Fraser said. That's important, because the communications industry is hopping with new companies "scrambling, trying to steal business from the Bell Atlantics of the world."
Digital Broadband spoke with other agencies late last year, but decided to award it to Pagano without a review. "We like their approach to building brands and their team atmosphere," said the client's vice president of marketing, Marilyn Siderwicz.
Pagano will begin airing TV spots and running newspaper ads in April in the Boston, Worcester, Mass., and Providence, R.I., areas. The agency will market Digital Broadband to small, midsized and enterprise businesses.
Digital Broadband, which has 125 employees and about $100 million in funding, plans this year to extend its services down the Eastern seaboard to Washington, D.C. Upon entering each new market, the firm will move in with advertising, Siderwicz said. The account has the potential to grow along with the company, Fraser added. K