Experience Inc. has split its $7-10 million integrated advertising account between CGN Marketing & Creative Services and Renegade Marketing Group.
CGN was an unexpected choice, as Experience executives had not initially considered the Boston shop for the assignment.
However, a recommendation from CGN clients at BizLand.com prompted Experience to call the Boston agency.
"We took that as a challenge," said CGN chief executive Ken Dec of Experience's initial belief that it would not be able to find top talent at Boston-area agencies.
After meeting with CGN's pitch team, led by senior vice president Lisa Badeau, "We were blown away by the quality of their work, their willingness to dive in, and their experience in this space," said Experience vice president of marketing James Gardner.
Renegade, New York, which pitched separately, is handling guerrilla marketing activities, while CGN will handle brand architecture and strategy, as well as mass market programs such as print, radio, online and transit advertising.
Prior to selecting CGN and Renegade, Experience, Boston, which helps connect college students and young professionals with employers and operates experience.com, controlled-circulation magazine experience and eRecruiting, a service for university career centers, worked for several months with Renegade on guerrilla marketing projects and The Ad Store, New York, for trade advertising projects. K