NEW YORK-Kopf Zimmerman Schultheis has prevailed over two other finalists to win agency of record status for The MK Group, an independent business unit of Computer Associates which markets software to small and midsize manufacturers.
The Islandia, N.Y.-based client chose the Hauppauge, N.Y., shop over Dweck & Campbell here and Greenstone Roberts Advertising in Melville, N.Y. Incumbent Miller Business Communications in Exton, Pa., was not asked to take part in the review. Sources placed ad spending at around $3 million.
"We chose KZS as our agency because of their quick grasp of what The MK Group and our products are about," said Kurt Seibert, general manager at the client. The unit markets, among other products, Enterprise Planning Software, which links together divisions of a manufacturing company.
The agency will handle media planning and buying and creative duties with its first campaign, which is expected to break in fall trade and consumer business publications.
"We want to create a dialogue between companies and The MK Group. It's about getting the word out quickly," said Jack Schultheis, creative director at the agency. The shop will also handle direct mail and will develop a CD-ROM-based sales presentation for the company.
The agency, which has a number of technology clients (such as security system manufacturer Sentry Technology and TSR, a maker of year 2000 software solutions), chalked up its win to a quick understanding of technical products. "We understand complex products and can zero in on what's important," Schultheis said.
The 17-year-old shop, which claims billings of $22 million, also has an office in Fairfield, Conn.
Additional clients include North Fork Bank in Melville, N.Y., and Physicians' Health Services, a tri-state HMO.