Looking to retool its marketing efforts and gain a higher profile in the technology employment arena, MacTemps has tapped Bronner Slosberg Humphrey and Edelman Public Relations after separate reviews.
Bronner bested incumbent Greenberg Seronick O'Leary & Partners in Boston and undisclosed others for the $5 million MacTemps advertising and direct marketing assignment. Greenberg's loss was tempered by its acquisition last week of the estimated $3 million account of Stoughton, Mass.-based Sarah Michaels, makers of a line of specialty bath and body products.
For MacTemps' public relations assignment, Edelman in New York prevailed over a field of undisclosed contenders. The public relations incumbent, Jackson & Co. in Boston, elected not to participate in the review.
MacTemps, a Boston-based temporary employment service that specializes in placing computer and technology professionals, becomes one of the smallest clients handled by Bronner, which claims more than $900 million in billings.
"We believe they will grow at a fast rate," and winning MacTemps now "is like getting in with Amazon.com on the ground floor," said Bronner Slosberg president David Kenny.
MacTemps marketing director Sarah Ahn said Bronner's strong "integrated" capabilities are needed to hone the company's upcoming marketing efforts, which will be "all or mostly" driven by direct marketing. The agency's first work for the client is expected to debut in the spring.
MacTemps has 35 offices nationwide and abroad and claimed $100 million in worldwide revenues in its last fiscal year, a 25 percent boost over the year before.
Greenberg's most recent work for the client included a campaign for its Portfolio division. Ads took the form of mock sales brochures offering communications professionals "for sale" along with pens, pads and notebooks [Adweek, March 2, 1998].