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Persystent Technology Turns to Manasian

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BOSTON Capping off its first six months in business, Manasian Inc. said it has added Persystent Technology to its roster.

The Tampa, Fla.-based client, a provider of automatic repair and security software for computers, selected the independent agency in Waltham, Mass., to create its overall brand identity, as well as develop its Web site, interactive marketing programs, literature and sales training tools.

There was no review and the client had not previously used an agency.

Manasian was tapped based on the relationship of founder and CEO Jean Manasian with client CEO Ray Weadock. "He had 'Googled' me to try and find me so I could help him find an agency," Manasian said. "When I told him I opened one, he just gave me the business. I had worked with him at Compaq and Digital," where Weadock had been a senior manager several years ago.

Initial spending will be about $500,000, but that figure is expected to rise in the second half of 2005 when paid media comes into play, Manasian said.

The account is important to the 14-person shop because "we can handle it from the initial logo and stationery through the Web site, channel marketing materials—everything," Manasian said.

Manasian will work on the overall positioning with Boston public relations agency Red Javelin Communications.

Since its June launch, Manasian has picked up assignments from clients such as cosmetic dentistry practice Connelly & Fiorillo (print ads), dating site Matchmaker.com (banner ads) and e-learning software concern SkillSoft (corporate identity materials).