Mintz & Hoke has picked up the integrated marketing account of TransAct Technologies, following a review that included other, undisclosed agencies.
Billings are estimated at $500,000-$1 million—but efforts will be highly targeted, aimed at global companies that can utilize the Wallingford, Conn., client's specialty printers to create tickets, receipts, coupons and other documents.
Past TransAct efforts were mainly from The Atlantic Group in Norwalk, Conn., said Jim Stetson, evp, sales and marketing for the client. That agency was not invited to pitch, he added. Atlantic Group executives could not be reached by press time.
"We need a firm [that] can manage a global communications program, and Mintz & Hoke's worldwide partner network was a real strength," said Stetson. Mintz & Hoke in Avon, Conn., is a member of Denver-based Worldwide Partners, an alliance of global independents, and taps into that group's resources to support clients overseas.
"One of [TransAct's] key target audiences is retail marketing pro fessionals," said Chris Knopf, president of Mintz & Hoke. "We really know how those guys tick—what drives them as business people—from a couple of decades serving retail clients." This knowledge of the target audience should allow the agency to support TransAct in such a way that "we're not only building their brand for the long term, we're helping them make the sales … [and] close the deals," he added.
The agency, whose retail experience has included work for Ames Stores and Webster Bank, will provide services such as advertising, PR and interactive, Knopf said. The shop's ability to provide multiple services was also a major factor in the client's decision, said Stetson.
Mintz & Hoke's first work for TransAct will appear in January, mainly in the U.S., and will include a strong print component, according to Stetson. The company markets printers to retail, gaming and lottery, and financial-services concerns.