Greco Ethridge Group has been hired to create ads for Exenet Technologies, a provider of network and systems integration services.
The account was awarded to the shop, which maintains offices in Boston and New York, after a review of undisclosed contenders.
Billings will be in the $8-10 million range. The client is handling media chores in-house.
Exenet, New York, is seeking a stronger brand positioning to help it gain work from small and mid-sized corporations, which can use the service for outsourcing help-desk, messaging, finance and other tasks.
Greco Ethridge will help the client develop a position and strategy that will be used across all forms of online and offline communications, said Paul Marobella, Greco Ethridge's chief relationship officer.
Print ads will break next month primarily in mainstream business media, including The Wall Street Journal and technology-focused publications, said client representative Kristen Bedford.
Greco Ethridge has been particularly active during the e-commerce boom. In addition to Exenet, the shop in recent months has added work from PartMiner, TradeOut.com and VStream. Ads for VStream, with offbeat images, impressed Exenet officials, Bedford said. "It was an interesting twist. Not boring straight-ahead tech ads," she said. K