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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.
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