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Doig Bows First Work for Adero

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Hill, Holliday Creative Director Ushers In Campaign
BOSTON--In recent weeks, Hill, Holliday, Connors, Cosmopulos creative director John Doig has had a single print ad for Adero hanging in his office. It features a bug-eyed snail caught in the crosshairs of a scope and the bold proclamation: "The end of slow."
The single-page execution began running in newspapers just weeks after the Boston agency was tapped for the estimated $15-20 million launch assignment.
A four-color execution is now running through February in publications such as Business Week and Industry Standard, setting the stage for a branding campaign that will break in late February or March, said Adero director of marketing communications Lyza Bayard.
Adero, which positions itself as a global network of advanced servers and services for e-commerce companies, is up against another local contender and perceived front runner: Akamai Technologies. Its initial public offering was a top earner on Wall Street, soaring to more than $300 per share on its first day of trading. The privately held and virtually unknown Adero is different. While Akamai is "top of mind in the financial community" right now, Bayard said the market potential for all competitors is so great the first challenge is to educate.
Adero's initial ads, she said, work on two levels. They identify significant problems facing e-commerce, such as bandwidth bottlenecks that cause Web pages to open slowly or not at all, and position Adero as the solution.
Working with Doig, who was traveling last week and unavailable for comment, were creative directors Dick Pantano and David Gardiner. Gardiner described the first print work as interim.
"When Adero came to us they were moving so fast. [The ads buy] us some time and establish a presence for them in their marketplace," Gardiner said.
In August, Doig joined Hill, Holliday to replace creative director Mike Sheehan, who resigned.
In addition to Adero, which was the first campaign Doig marshalled through, new work is expected to break in upcoming weeks for other clients, including Broadwing. New campaigns for existing clients, such as John Hancock Financial Services, are also expected to break before the end of the first quarter.
As for Doig's contribution to Adero's inaugural ads, Bayard said: "I'm pretty impressed. He's supervising my campaign and has made a significant contribution." K