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The Other Agency Wins Creative Chores for RSA

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boston—The Other Agency has been awarded creative duties for RSA Security's North and South American divisions.

"There was great chem istry between the two organizations," said Jim Rosenberg, president of the 20-person Newton, Mass., agency. "It's an opportunity for us to do high-profile work for a category leader."

RSA is a Bedford, Mass.-based e-security company with offices world wide. The organization em ploys about 1,200 people.

Spending for the first year is e x pected to be $4-5 million, said Jennifer Cyrs, director of corporate programs at RSA.

RSA conducted a capabilities-based re view that also included Boston shops Greco Ethridge Group, Kelley Habib John, Nitrogen Marketing and Velocity Advertising, said Cyrs. RSA was looking for an agency that could hu manize and simplify complex technology pro ducts, according to Rosenberg.

"They're creative, and they understand the technology," said Crys. "It didn't take them long to get up to speed. We didn't have to do a lot of hand holding."

The shop is currently developing a global corporate campaign. Print, online and direct materials will be in the mix. The push will combine image and product advertising. Cherry Bennet Media Services in Mountain View, Calif., will handle media buying duties.

Print work, which was created in-house but has been tweaked by The Other Agency, is currently running in trade publications such as CIO Magazine, Information Week, Computerworld and Networkworld.

RSA's previous agency was Watertown, Mass.-based Donovan Group, which closed its doors last year. Donovan crafted print ads using the tag, "The most trusted name in e-security."

That line was developed two years ago by an in-house team when the company changed its name from Security Dynamics. The Other Agency has created campaigns for tech nology firms such as Bio-IT World, Tilion, Revenio and the Art Technology Group.