Other Agency Positions ITworld

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Ex-Ingalls Exec Rosenberg Leads Charge
BOSTON–The Other Agency, a startup in Newton, Mass., has fashioned a launch campaign for ITworld.com.
The print effort compares the technology news and information service from In-ternational Data Group to everyday tools and items such as highlighting markers.
One execution features copy highlighted by yellow ink. “Instantly, it scans the latest IT news … pores over thousands of IT articles, highlighting the information you need. Welcome to ITworld.com.”
The effort, breaking now in Wired, Businessweek, CIO, Computerworld and other publications, closes by identifying the client as “the IT problem-solving network.”
Ads are de-signed to quickly create a strong brand identity for the new IDG company, said Jim Rosenberg, the founder and president of The Other Agency.







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