Past experience working for multinational corporations such as Uniroyal Chemical and Textron helped Keiler & Co. land its newest client, Speedline Technologies.
The Franklin, Mass.-based company awarded its $2 million account to Keiler after a review that included finalists Renfer Mayr Partners, Lowell, Mass.; Earle Palmer Brown, New York; and Vertical Marketing, London.
After passing an initial "chemistry check," the Farmington, Conn., agency impressed client executives with its previous efforts for companies with multiple divisions, said Steve DeCollibus, director of corporate communications at Speedline.
The fact that DeCollibus once worked at Keiler helped the agency get into the review but had little bearing on the final decision, he said. DeCollibus opted out of the process after bringing Keiler on board for the review.
"They just blew everyone away," DeCollibus said. "[Keiler's] ability to help us promote our organization as a single force with these diverse divisions is what attracted us. Also, they presented as a cohesive team where no one person stood out. It was a real solid group effort."
Speedline is the assembly equipment division of the electronics group of London-based holding firm Cookson. It was formed last year after four independent companies were bought by Cookson and merged. As independent companies, each had relationships with advertising agencies, but DeCollibus would not disclose the incumbents left out by the selection of Keiler.
The shop is charged with developing a print campaign and collateral materials that will drive consumers to Speedline's Web site, DeCollibus said. The target audience is corporate managers, processing engineers and equipment manufacturers.
Vertical Marketing will handle the client's public relations efforts overseas, said DeCollibus. Domestic public relations will fall under the auspices of Bridgeman Communications in Cambridge, Mass.