Hill, Holliday, Connors, Cosmopulos has begun developing an integrated image campaign for Thermo Electron designed to establish a unified brand identity for the client's many business units.
The Boston agency, a unit of the Interpublic Group of Cos., is handling creative chores; media will be placed in-house.
According to client representative Caroline Grossman, Hill, Holliday was selected partly on the basis of ties between agency chairman and CEO Jack Connors and Rich ard Syron, chairman of Thermo Electron. Connors and Syron are active in alumni affairs at Boston College and serve together on corporate boards, Grossman said. There was no full-blown re view for the business, although Thermo Elec tron did look at "a few others," Grossman said.
Spending was not disclosed, but sources said an initial budget in the low seven figures is expected. The client has done little media advertising recently.
Hill, Holliday is charged mainly with creating ads that will speak to the business and investment communities, and efforts are expected to run in the trade press almost immediately, Grossman said.
The campaign will feature a variation of the theme line, "12,000 specialists working as one for you," she added. The company in Waltham, Mass., is looking to better compete against Agilent, PerkinElmer and others with greater recognition in the marketplace.
Ted Gilvar, a senior vp at Hill, Holliday, is heading up the account.
The win reasserts Hill, Holliday's long-standing expertise with clients in the technology field at a time when the agency has suffered setbacks in that area. Two of its tech accounts, Ad vanced Micro Devices and Cisco Systems, have recently parted with the shop and are holding reviews.
Separately, Hill, Holliday clientPriceline.com has created in-house radio ads featuring William Shatner. Agency and client officials said the future of the company's relationship with Hill, Holliday has not been determined.