Moody photography and the tagline "Be secure in the knowledge" grace Greco Ethridge Group's first notable campaign for Interpath Communications.
One ad headlined "Our CEO is right at home answering even the toughest customer questions" shows a man talking on the telephone in a lamp-lit upstairs window of a country house late at night.
Another execution uses a black-and-white headshot of company employee Camp Jenkins and the text: "When you choose Interpath to manage and host your CRM software, you're not just getting some faceless [applications service provider.] You're getting me ... Fact is, being a CRM Product Manager isn't simply what I do. It's who I am." The ad is headlined, "I am your ASP."
The campaign from Greco seeks to build market trust and underscore the human elements in technology, an agency representative said.
Robert Ethridge served as executive creative director and copywriter; Jimmy Williams handled photography.
Greco Ethridge, with offices in Boston and New York, added Interpath in December, replacing Trone, Greensboro, N.C. At the time, spending for the client, an outsourced applications development, integration and hosting company, in Research Triangle Park, N.C., was estimated at $5-8 million.