Aloft Adds MIT Unit, Zoom Info

BOSTON Aloft Group said it has been chosen by the Massachusetts Institute of Technology Leadership Center and Zoom Information to develop various branding initiatives.

Newburyport, Mass.-based Aloft Group will consult with MIT to create an overall brand strategy and positioning campaign. Based in Cambridge, Mass., the center is staffed with researchers working to create pragmatic tools and innovative educational materials for present and future leaders. The center is scheduled to launch globally in October.

Zoom Info, headquartered in Waltham, Mass., markets search-engine technology that locates, extracts, summarizes and presents information about businesspeople on the Web. Aloft said it would work with Zoom Info to strengthen the brand in consumer and business-to-business markets. These efforts include the creation of print and online advertising, trade events and direct mail pieces.

“Aloft is poised to make both clients rise above the crowd through sound planning and distinctive creative offerings,” said Matt Bowen, agency president.

Client budgets were not disclosed, but are likely in the mid- to high-six figures combined.

The independent agency recently bolstered its senior team, adding Mark Bucco as managing director of its executive education practice, and naming Robbie MacDonald senior art director [Adweek Online, July 27].

Aloft employs 15 staffers and has crafted work for clients such as GeoDeck, Disney and employment site Monster.

—Adweek staff report