Apple Link Unites Eleven, Hyperion

SAN FRANCISCO Hyperion said it has selected Eleven to create a national advertising campaign.

The small independent shop won the creative account without a review. Hyperion said it chose Eleven because Kathi Fox, vice president of corporate marketing for the software supplier, had a prior working relationship with Deborah Ibsen, the agency’s director of client services, when the two worked together at Apple.

Fox said the company has not had an ongoing relationship with an agency for several years. “We’re increasing our focus on advertising, branding and the Web arena,” she said.

The account includes interactive and marketing duties. Mediasmith in San Francisco handles media.

Billings were not disclosed. According to CMR, Hyperion spent less than $1 million on ads in 2002, but had no reported media expenditures the year before. In 2000, it spent more than $3 million.

Although contracts are still being signed, the San Francisco agency broke a full-page print ad for the company last week in The Wall Street Journal. Copy reads: “It’s not just your name on the line.” The point is to remind consumers of the accuracy of the Sunnyvale, Calif., company’s Business Performance Management software, which is said to allow financial executives to be confident in their accountability.

“Our first goal was awareness,” said Fox. “We have an incredible suite of products . . . and we’re the leader in this category. We want to let people know.”

In addition to the print work, Eleven will create an integrated online campaign for the company.