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MRO 'Makes It Count' for Maximo Software

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BOSTON PJA has unveiled a new print campaign for MRO Software's Maximo line of enterprise solutions.

A series of four ads targets high-level "C-Suite" managers in the oil and gas, transportation and utilities markets, as well as in the federal government. Executions open with the question "What if your assets had appreciating value instead of depreciating value?"

Text goes on to explain how Maximo can help companies achieve that goal. Visuals show industrial images such as nuclear plants, speeding commuter trains and a bustling oil refinery. The tagline is "Make it all count."

This salvo represents Cambridge, Mass.-based PJA's first campaign for the client since the independent shop added the account last summer [Adweek Online, Aug. 31].

Ad spending for Bedford, Mass.-based MRO was not disclosed but is likely in the mid-six-figure range. MRO has been dormant of late in terms of advertising. The company tallied no measured media spending in 2003, nor through the first two-thirds of 2004, per TNS Media Intelligence/CMR.

The media buy includes vertical trade publications.

Aaron DaSilva served as copywriter, teamed with art director Michael Pratt. Chris Frame was the creative director.

—Adweek staff report