High-Tech Allies DDB, SicolaMartin Win Novell

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The first victory for a newly formed alliance between DDB Dallas and SicolaMartin is the $40 million global account of computer netware maker Novell Inc.
The 100-person, high-tech SicolaMartin, based in Austin, Texas, will handle Novell’s domestic advertising. DDB will be responsible for work outside the U.S.
Novell selected the two agencies without a review. The company parted ways with Young & Rubicam’s San Francisco office a few weeks ago.
According to Novell director of global advertising Carol Manning, the selection of SicolaMartin was helped by the agency’s previous relationship with client vice president of marketing Steve Adams.
“We sat down with them and it looked like they could do the job,” Manning said.
The decision to include DDB followed a strategic alliance between the two agencies, which calls for DDB to work exclusively with SicolaMartin on the future acquisition of high-tech business accounts.




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