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eRoom at the Top

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Philip Johnson Connects the Dots
BOSTON--Philip Johnson Associates has been tapped for a branding campaign by Instinctive Technologies, and it launched ads touting the recently renamed RSA Security.
The Cambridge, Mass., shop will craft a positioning push recasting Instinctive as eRoom, also the name of the company's business collaboration software. The product lets users manage projects, share information and coordinate activities with customers worldwide, though the firm is moving away from a software model and may soon offer the same services on the Web.
Spending will initially be $5-7 million, said agency chairman Philip Johnson.
Ads breaking this summer will attempt to both define the "digital workplace" niche and position eRoom, also based in Cambridge, as a market leader, said Mike O'Toole, the shop's account service director.
The agency will team with a media buying service for the effort, which will appear mainly in the technology press and trade magazines. No decision has been made on which media firm will be tapped, though the shop frequently partners with Pro Media, Needham, Mass., O'Toole said.
For RSA, an Internet security firm, Philip Johnson worked with Pro Media on full-page ads in The Wall Street Journal announcing the Bedford, Mass., company's name change from Security Dynamics. The tagline, "The most trusted name in e-Security" will also be used in "a major branding campaign" that will break within the next six weeks, Johnson said. K