Direct Unit Hired For Brand Initiative
BOSTON--Object Design last week named Hill, Holliday Direct as its first agency of record.
The software maker, based in Burlington, Mass., conducted a review, but the other contenders were not disclosed. The scope of the assignment was estimated at $2-3 million.
The Boston agency was chosen for its technology and integrated marketing capabilities, according to Object Design chief operating officer Justin Perrault, who led the search.
Hill, Holliday Direct also works for Digital Equipment Corp. in Maynard, Mass.
Object Design, a publicly traded company since 1996, is considered a leader in developing object-oriented database software. According to Perrault, Hill, Holliday Direct was hired to develop the company's first branding initiative, as well as product advertising utilizing trade campaigns and direct marketing.
Hill, Holliday Direct, a unit of Hill, Holliday, Connors, Cosmopulos, has grown about 20 percent since Don White was appointed executive vice president last spring. In addition to Digital, Hill, Holliday Direct also works for Budget Rent a Car, Humana, Fidelity Investments, John Hancock Financial Services, Cellular One of Rhode Island, Mellon Bank and North American Mortgage Co. It is also among the three finalists pitching the $30-million direct marketing account of First Union in Charlotte, N.C. [Adweek, Jan. 19].
The agency has chosen to target the financial services, healthcare and high technology industries in its new business efforts.