M/C/C has been awarded the Spatial Wireless advertising account, marking the shop's third tech client win within the past month.
Though reminiscent of the late 1990s, the trio of account victories comes amid a new economic landscape that requires a more buyer-centric focus, said the Dallas shop's president and founder, Mike Crawford.
"It should be a no-brainer that everyone should focus on buyers," Crawford said, "but there was a perception that all I have to do is just put an ad out there and customers will come. Now the more strategically focused you are the higher the return."
M/C/C won Spatial's creative account following a review that included three unnamed Dallas agencies. Billings are undisclosed. The independent shop will initially handle the Richardson, Texas-based startup's collateral materials and interactive duties.
Spatial develops ap-plications and switching products for providers of wireless services.
In recent weeks, M/C/C has picked up creative, branding and public relations dutiesfor RealVue Simulation Technologies of Austin, Texas, and a public relations assignment from AMX Corp. in Richardson. Billings for both accounts were undisclosed.
Crawford said M/C/C will refine Spatial's message to make the company's technology more relevant to customers, which are concentrating more on keeping subscribers and reducing operating expenditures than gaining new business.
M/C/C has specialized in technology marketing since its founding in 1986.