Jim McCarthy and Bob McWade joined forces six months ago and last week landed one of their largest assignments yet: the $1 million public relations account of NewsPage.com.
The Jelly, Winchester, Mass., beat out The Launch Co., Concord, Mass., and Copithorne & Bellows and Golin/Harris Technologies, both Boston, said NewsPage.com vice president of marketing Kathy Greenler.
Prior to forming The Jelly, McWade, 43, served as director of public relations for such local titans of business as BankBoston and Raytheon Corp. McCarthy, 53, had worked on his own since 1994 and, prior to that, directed public relations efforts for Data General and Polaroid Corp.
"We are very experienced practitioners who are tired of business as usual," McCarthy said. "We want to be part of the new economy."
To do that, The Jelly aims to "make good public relations a lot closer to good advertising," McCarthy said. "On the Web, you have to create something within the site that is graphically enriching and imbued with news value . . . It's using traditional tactics with greater creativity."
One of McCarthy and McWade's first projects together was creating a time capsule for the Massachusetts Institute of Technology's Media Lab. Now an eight-person operation, The Jelly works for such online companies as Lava Storm and BizLand.com.
As for the name, McCarthy said: "We're the sweet stuff between traditional and Internet public relations."
NewsPage.com, a recently formed subsidiary of NewsEdge Corp. in Burlington, Mass., is in the process of reviewing its $10 million ad account [Adweek, July 26]. A list of contenders is expected within the next two weeks, said Greenler.
The client plans to launch a multimedia branding campaign that includes print, TV, outdoor and radio executions to raise awareness of its free online personalized news service announced last month, she said.