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NextiraOne Assigns Creative, Media to M/C/C

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M/C/C has been tapped to handle advertising for NextiraOne, a $1 billion voice and data networking company.

Billings will be in the seven figures, according to a client representative. The account, primarily business-to-business, includes both creative and media.

Dallas-based M/C/C was selected following a review of Texas and Florida agencies, said NextiraOne vice president of marketing Douglas Ritter.

NextiraOne is headquartered in Houston, but a significant portion of its marketing division is located in Sunrise, Fla.

"[M/C/C's] core competency is its focus on technology companies, and that made us feel very comfortable with them," Ritter said.

It did not hurt, he added, that M/C/C founder and president Mike Crawford isa former executive of Nortel Networks. NextiraOne is the single largest distributor of Nortel's networking products.

"NextiraOne was looking for an agency that would hit the ground running without a lot of hand-holding and coaching," said Crawford. "Our experience ... enabled [us] to craft a strategy presentation that hit the mark."

The review was kick-started by the formation of NextiraOne in April. The firm is the result of the merger of Milgo Solutions and Wil-liams Communications Solutions.

"At that point we knew one of our key strategic imperatives was to brand this new company," said Ritter. "How do you introduce a new enterprise that is as large as ours that has existed under other names?"

In addition to hiring M/C/C, NextiraOne has appointed RBB/Weber Shandwick in Miami for public relations support and Dallas-based IMC2 for interactive duties.

Ritter said NextiraOne's advertising budget has not been affected by the downturn in the telecommunications sector.

"Maintaining your telecommunications network—like we do—isstill mission-critical," Ritter said. "We're in the professional services category rather than equipment suppliers."