Periscope's inaugural branding work for the new business-services division of Cox Communications will attempt to play off work done for the consumer side by Doner.
"We're going to have to work with [Doner] and complement them," said Greg Kurowski, Periscope president.
Cox Business Services, a division of Atlanta-based Cox Communications, will provide telecommunications, cable and Internet services to businesses in Cox's 22 markets, Kurowski said.
Minneapolis-based Periscope won the estimated $10 million account after a review of several undisclosed agencies. The review was run by The Bedford Group in Atlanta.
The assignment will mostly involve direct advertising, though print and broadcast ads, in-teractive marketing, strategic planning and all media duties are included, Kurowski said.
"We're going to bring all of their consumer cable aspects to the business market," Kurowski said.
Periscope will try to "leverage" the consumer message crafted by Cox's lead consumer agency, Doner, Southfield, Mich., for the business unit, Kurowski said. Doner's effort used amusing scenarios inflating the appeal of Cox's various services.