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Image Boost for Radiant's Better-Business Software

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Philip Johnson Associates is preparing to break a national image campaign for Radiant Systems, a provider of office productivity software.

Print advertising takes the form of testimonials and carries no tagline. The work breaks within the next few weeks. The agency in Cambridge, Mass., is also redesigning the Atlanta-based company's Web site and creating marketing support materials.

Media spending will amount to $500,000-1 million, said agency partner Mike O'Toole.

The work will zero in on senior operations managers at large retail operations, particularly clothing-store chains and restaurant groups, marketplace segments in which Radiant is especially active, according to O'Toole.

One execution showcases Gal-yan's Trading Co. A photograph depicts the merchant's showroom floor and a field manager communicating via a handheld device.

Body copy in the ad explains how the Indianapolis-based outdoor clothier controls its labor costs and improves customer service by using devices empowered by the client's software.

"Radiant's Web-based solution gives Galyan's the power to automate labor scheduling by matching customer demand with employee capabilities and preferences," the text states.

The ads will appear in trade publications such as Chain Store Age, Retail Info Systems and Stores. Philip Johnson Associates is handling creative and shares media planning and buying chores with Fulgent New Media of Boston.

The effort is scheduled to run into next year, O'Toole said. The shop is still working on an over-arching theme for the client, and a tagline may debut in upcoming adsin the campaign, O'Toole said.

Agency creative director Hugh Kennedy wrote the copy; Chris Frame was responsible for art direction.

Philip Johnson Associates acquired the Radiant Systems advertising account this summer following a review against undisclosed contenders. Previously, work on the account had been handled by the client in-house, according to O'Toole.