Macromedia Seeks Bigger Name

Fallon attempts to link Macromedia with the better-known names of the company’s popular Web animation products in the shop’s first brand campaign for the client.
While the San Francisco company’s products–Flash, Shockwave and Dreamweaver–are well-known, the company itself is not, said Mark Goldstein, the Minneapolis agency’s chief marketing officer. The estimated $5 million print campaign is intended to better link the company with its products, he said.
“Part of the purpose of the brand campaign is to identify them for the great products that they make,” he said.
The work, which broke in selected newspapers last week, features screen shots of Web sites created using Macromedia products, accompanied by headlines such as “People walk out of boring movies” and “How the (expletive deleted) did they (expletive deleted) do that?”
The work carries the tagline, “What the Web can be.”