Akamai Selects PJA for Marketing Duties

BOSTON Akamai Technologies has chosen independent agency PJA to handle its marketing account following a review, sources said.

PJA, a technology specialty agency in Cambridge, Mass., prevailed over a field of undisclosed contenders, sources said. There was no incumbent.

Neither agency nor client executives could immediately be reached for comment.

Also based in Cambridge, Akamai has said the budget is $600,000, to be spent in the first two quarters of 2005, according to a request for proposals obtained by Adweek [Adweek Online, Nov. 11].

“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.

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 executive at Oracle Corp., Arthur joined Akamai in June, and she was the key decision maker in the review.

—Adweek staff report