DWP/Bates Technology has won the $10-15 million advertising business of Software AG.
"Software AG's selection validates our vision to focus on technology brand marketing," said agency chief executive officer Frank Donino. He was referring to the Atlanta shop's recent expansion into the Washington, D.C., and Irvine, Calif., high-tech corridors.
The U.S. subsidiary of Software AG in Germany conducted the review from its offices in Reston, Va. It selected DWP over Arnold in McLean, Va., and an undisclosed finalist. There was no incumbent. Mullen in Wenham, Mass., handled the account in 1998, when the company was known as SAGA (Software AG Americas) Systems.
"Our company plays in a complex space," said client senior vice president of marketing Scott Hoyt. "We need an agency that understands the enterprise software market and the value of XML technology."
DWP will be responsible for rebranding, creative and media duties. Chores will be divided between the Atlanta headquarters and its Dulles, Va., satellite, led by John Heenan, vice president and managing director of the new office.
Creative executions are expected to break in early 2002 via television and print in business-to-business periodicals, The Wall Street Journal, Forbes, Fortune and tech trades such as Computer World.
"You have to have all three legs—strategy, creative and media," said Donino, comparing the pitch process to the building of athree-legged stool. "The seat is your experience."