Business and IT consulting firm AMS has named Mullen its lead agency, the client confirmed.
The Winston-Salem, N.C., shop bested co-finalist Ad-works of Washington, D.C., for the estimated $5-10 million business-to-business account.
"Mullen showed us smart thinking, a passion for our business and the depth of expertise needed to elevate the visibilityof AMS," said clientrepresentative Charlene Wheeless.
Advertising for Fairfax, Va.-based AMS, which competes with Accenture and IBM, will target government and Fortune 500 financial officers and IT managers.
Mullen president John Fitzgerald described AMS as a successful firm with a low profile. He said his shop presented multiple campaigns that "dimensionalized the capabilities and successful track record of [AMS]."
Mullen will develop a campaign involving print in business and technology publications and some broadcast that will break in early 2003.
"Technology consulting firms are multi-dimensional," said Fitzgerald. "They provide customized solutions based on individual companies. It's complex but understandable."
Separately, Mullen's parent in Wenham, Mass., has hired Sam Rand as executive vice president and group director to oversee a mix of consumer and b-to-b accounts at the Interpublic Group shop. Rand becomes one of three executives at the agency to hold the evp, group director title, joining George Rogers and Jim Hartrich. They report to Mullen CEO Joe Grimaldi.
Grimaldi and Rand were introduced by Fitzgerald, who worked with Rand at Omnicom's Ketchum Communications in the mid-1980s.