Agency News

NEATO, a producer of desktop labeling and packaging software in East Haven, chose Mason & Madison, New Haven, as its public relations agency. The agency will conduct media relations for NEATO, position its executives and products at trade show and industry events, and develop speaking and byline opportunities.

Lutchansky Communications has moved to larger office space at 36 Mill Plain Road in Danbury.

ByDesign, a Meriden-based creative media services company, has created an animated Flash online demo and presentation of Corchange’s Corport IT product, an e-business access framework. The interactive presentation allows surfers to gain a quick understanding of the product in a multimedia environment.

Catalyst Marketing Communications, Stamford, a full-service agency, was retained by Ruska Instrument Corporation, a manufacturer of laboratory instruments. Catalyst will work with Ruska on corporate identification materials, advertising, and trade show booth graphics.


BlueTarp, Portland, has selected McCabe & Duval, also in Portland, to help market its purchase card program for the building materials industry. Work will include print ads, direct mail and trade show materials.

Pennisi & Company, Falmouth, and Lapchick Creative, Portland, were selected as the creative services team for MIT’s Technology Review Magazine Events Division. The two agencies will pair up to develop a brand identity for Technology Review-sponsored conferences and events. Their efforts will extend to the development of logos, corporate identity, advertising, and in-conference materials


SPINdesign, Gloucester, launched a new Web site for Applied Marketing Science, a Waltham company specializing in voice of the customer market research and consulting. The site features a new, streamlined design and improved navigation tools. SPINdesign has also created trade show graphics for AMS consistent with the design of the Web site and the company is adopting the same style for use in collateral materials.

Fuse, Newburyport, recently completed a three-tiered direct mail campaign for Engage Software, Andover. The campaign, aimed at the top 100 catalog retailers in the country, detailed Engage’s increased capabilities in close-looped, permission-based target marketing solutions after acquiring Acton-based MediaBridge Technologies.

LifeClips, Acton, hired Corey McPherson Nash, Watertown, to lead creative design initiatives, Direct Results Group, Boston, to manage direct marketing, HMG Worldwide Corp., New York, to oversee in-store marketing and Red Whistle Communications, Cambridge, to direct its corporate and product communications program. The agencies will work with advertising agency Bartle Bogle Hegarty, New York, to build a branding platform and assist the company in reaching and educating consumers about the benefits of converting home video to DVD. Direct Results Group, Boston, is also working on a new print advertising campaign to build awareness of TüV Product and Service/Management Service and generate sales leads. TüV, Munich, Germany, offers aerospace testing, certification and other compliance services. The campaign targets engineers looking for high-quality, partnership-driven testing environments. Ads feature photography of tandem skydivers and tug-of-war competitors to emphasize TüV’s team building and success messaging.

Trinity Communications, Boston, has been retained by Boston Partners in Education, a nonprofit group dedicated to improving the lot of Boston’s public school children. Trinity has been asked to craft materials designed to increase the number of volunteers and tutors the group recruits and trains for the public schools.

Cerida Corp., an Andover provider of outsourced business development and customer support programs, has selected PAN Communications, Andover, as its public relations agency. PAN will brand Cerida’s corporate identity through a media and analyst relations program.

The Melton Agency, Foxboro, created an ad campaign for Webhire, a Lexington-based Internet recruiting company. Aimed at HR directors who use Internet recruiting services, the campaign will appear in February issues of human resources magazines such as HR Magazine, Workforce and HR Executive. It features well-known, successful companies that use Webhire for their employment recruiting.

Sports marketing and athletic representation firm Woolf Associates, Boston, announced that University of Connecticut basketball coach Jim Calhoun has signed with the agency for marketing purposes. Woolf Associates will develop and manage marketing programs including appearances and speaking engagements for the veteran NCAA coach.

CM Communications, a full-service marketing communications agency specializing in public relations, launched its new Web site,, and moved its office to 29 Newbury St., Suite 302, Boston. The agency also has several newly signed clients including McCormick & Schmick’s Seafood Restaurant, The White Elephant and the Pinehills Golf Club.

Direct Results Group/SourceLink, Boston, has added SpeechWorks to its client roster. DRG/SourceLink is engaged in a variety of business generation programs with SpeechWorks, including trade show support, print advertising, Flash animated post cards, Web banners and direct mail. Print ads are being developed by DRG for publication in trade magazines throughout 2001.

Inside Out Communications, Holliston, has been named as the lead agency for Revit Technology, a Waltham-based architectural design software company. The marketing strategy created by Inside Out for Revit will include a print campaign in leading architectural, construction and engineering industry magazines, as well as direct mail and interactive media., Needham, the Web site of the Community Newspaper Company, recently unveiled a new look and features. The redesign was contracted to New Tilt, a Boston-based company specializing in Web strategy, information architecture and experience design.

The Wakefield Corporation signed Fuse as its lead agency. Fuse, a Newburyport full-service creative firm, will provide a range of marketing, account planning, creative and electronic services for Wakefield, including a print campaign and public relations initiative. Wakefield specializes in custom applications and many nonferrous alloys as well as traditional alloys.