Brand Is Key to Tech Success

Ad Campaign, Internal Meetings Support TFA’s Image of Itself
CHICAGO–TFA/Leo Burnett Technology Group wants to stand out in the increasingly crowded field of high technology marketers as a shop of “meticulous mavericks” with a single-minded devotion to branding, its leader said.
“We’re putting our stake in the ground to say the brand is what will drive the technology company,” said TFA’s chief executive officer, Sean Bisceglia.
The high-tech business-to-business specialist last week began defining its position to outsiders with a $2 million trade advertising campaign, and to its own employees with agency meetings in the shop’s Chicago, Boston, Austin, Texas, and San Francisco offices.
The print campaign will appear in advertising-trade and high-technology-marketing magazines.