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Software supplier SAS Institute has selected Howard, Merrell & Partners as its first ad agency.
The nearly $1 billion company, which specializes in business-to-business software, had handled advertising in-house.
“We want to strengthen the brand and increase our viability in the executive suite,” said Betty Fried, director of communications at SAS. “[HM&P] are branding specialists [who] we feel are kindred spirits.”
“SAS has all the hallmarks of being a being a really powerful global brand,” said Mac Merrell, HM&P chief executive officer.
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