Akamai Reaches Out to Agencies

BOSTON Akamai Technologies next week will name three finalists in a review of the creative portion of the company’s marketing account, according to a request for proposals obtained by Adweek.

The company in Cambridge, Mass., said the budget is $600,000, to be spent in the first two quarters of 2005. Initial materials are due back at Akamai tomorrow. Final presentations are set for Nov. 24-25, with a decision scheduled the next day.

“Specifically, we are looking to partner with an agency for … a series of print and online ads to run in industry and vertical market-focused publications; a series of direct mail ‘templates’ and a 30-second video to be displayed in our corporate headquarters,” according to the RFP.

The work must build awareness of Akamai’s products and services and generate leads by enticing prospects to the company’s Web site for more information.

Akamai provides software and services that help businesses and government units deliver Web content and applications. The company also offers audio and video-streaming services.

A company representative did not immediately respond to queries.

Sources said mainly New England agencies with strong technology and business-to-business experience have been contacted.

The client had no measured media spending over the past two years, after spending $1-2 million in 2001-02, per TNS Media Intelligence/CMR.

Akamai was a high flyer during the Internet boom of the late 1990s, when it worked with Boston shop TFA/Leo Burnett, which has since closed its doors.

Currently, Lisa Arthur serves as Akamai’s chief marketing officer. A former marketing executive at Oracle Corp., Arthur joined Akamai in June, and she is a key decision maker in the current review, sources said.

—Adweek staff report