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Northwestern Alums Tap Point b

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Point b has added three new clients to its roster.

The Atlanta shop, led by chief executive officer Patricia Babuka, was named lead agency for Northwestern University's Alumni Association in Evanston, Ill. TaxWare, a division of govOne Solutions in Salem, Mass., and First Data Resources in Omaha, Neb., signed on for project work.

The university business, a direct mail outreach to current and former Northwestern students, was won in a review against three unnamed shops. The other clients came on board as a result of "past proven performances," said Julie Campbell, agency vice president of account services.

The assignment for TaxWare, a software specialist recently ac-quired by govOne, will involve internal branding.

First Data Resources is the credit card issuing and processing site for First Data, a global e-commerce and financial services firm based in Greenwood Village, Colo. Point b will create internal communications that outline the client's goals and strategies.

Point b began as a custom publishing house of advertorial projects in 1986. Under Babuka, Campbell, creative director Kathi Roberts and communications director Betty Orsey, the company has grown into a full-service marketing operation.