GibbsBaronet has been assigned creative branding duties on PageMart Wireless' $2.5 million advertising account, according to the Dallas agency.
In a statement issued to Adweek, shop principal Willie Baronet said the assignment will also include strategic planning to aid the recent launch of PageMart's $400 million two-way wireless data network.
The PCS service will be marketed as "guaranteed messaging," which allows paged communications to be stored by the network for up to 96 hours.
"PageMart offers [us] the rare opportunity to take a new, trail-blazing wireless product . . . and create results-oriented advertising," Baronet said.
GibbsBaronet's duties begin this month with print advertising and collateral. That could possibly expand later into radio and television.
PageMart did venture into broadcast advertising recently, developing a Spanish-language radio and television campaign in Houston.
No information was provided on the incumbent, nor on media work. PageMart will retain an in-house creative staff to work with GibbsBaronet on collateral.
"We look to GibbsBaronet to set the tone, look and message for all PageMart's creative projects," said PageMart vice president of field marketing Larry Wecsler.
M/C/C in Dallas handles public relations assignments for PageMart, which claims some 2.8 million customers for its frequencies reaching all 50 states, plus Canada, Mexico, Central America and the Caribbean. The publicly held company sells its communications services directly and through resellers.
Other clients on the GibbsBaronet roster include the Dallas Convention and Visitors Bureau, GTE, Nortel and Paymentech.
Baronet is currently the lone principal on board at the shop, with partner Steve Gibbs on a one-year--and possibly permanent--sabbatical from the agency.