Doner's first print ad for new dot-com client e-Vis.com, which previously focused its advertising on business-to-business publications, breaks this week in Detroit and California editions of the Wall Street Journal.
The campaign's goal is to "establish the name and to attach it to a benefit" by teaching potential users of the software how it works, said David DeMuth, who heads the agency's Cleveland office.
The assignment, with billings estimated at $2-4 million, includes media.
In addition to the full-page newspaper ad, Doner has purchased space in September issues of magazines including Business 2.0, Red Herring, Industry Standard and Business Week. While the account is run out of Cleveland, creative is handled out of the agency's Southfield, Mich., headquarters, DeMuth said.
The print ad will run in magazines through the end of the year and will be followed by direct mail and collateral.
E-Vis, a product of Engineering Animation in Ames, Iowa, is a secure, Internet-enabled visual collaboration tool used primarily by manufacturers. It unites project team members both inside and outside the firewall in a safe, online workspace.
There, team members view, share and collaborate on 2D and 3D product data in real time, using a familiar Web browser interface. K