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Shop's Branding Experience Fuels AllEnergy's Pick of Gearon Hoffman

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By David Gianatasio





BOSTON--Gearon Hoffman's ability to build new brands has helped the Boston agency land AllEnergy Marketing's ad account.





Gearon prevailed over Kelley Habib John Integrated Marketing in Boston and Leonard/Monahan of Providence, R.I., in the final round of a review run by Bill Lestage of Cambridge Communications Group, a Scituate, Mass., consulting firm.





The win was Gearon Hoffman's first since its former new business director, Jud Horner, resigned to be president of Clarke Goward in Boston (Adweek, Feb. 24).





'This is not a one-man game,' noted Gearon Hoffman president Bob Hoffman of his agency's resources. 'It's been a long time since the business was like that--if it ever really was.'





Arthur Sweetser, the agency's executive vice president of client services, led the pitch for AllEnergy's business and will oversee the account.





AllEnergy was founded last September as a one-stop source for electric, gas and propane power.





The company, which is based in Waltham, Mass., is a joint venture of New England Electric System, the parent company of Massachusetts Electric Co., and Eastern Enterprises, which owns Boston Gas Co.





Initial annual account billings were estimated at $3-4 million but may grow as additional states allow consumers more choice in power providers.





Gearon Hoffman's mission is to create a multimedia branding campaign introducing AllEnergy to New England and New York customers.





Advertising is scheduled to break on television and radio, in print and through billboards this summer, explained Richard Oldach, who serves as vice president of marketing at AllEnergy.





Gearon Hoffman pitched the business in tandem with Jackson & Co., a public relations agency in Boston. The client has not decided if Jackson & Co. will be tapped to assist with marketing or if a separate public relations agency would be sought, Oldach said.





Several clients that have recently enlisted Gearon Hoffman--including phone card provider SmarTel--have noted the agency's track record with building new brands. The agency's successes with Boston Beer Co.'s Samuel Adams microbrew and Lindt chocolate shops impressed AllEnergy, Oldach said.





'Also, they came in with the best understanding of our customer,' Oldach said. 'We're a small company--now. Residential and small businesses will be our focus. (Gearon Hoffman seemed) in tune with that.'





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