Aquent’s Appearing Act

Bronnercom Bows Ads for Former MacTemps
BOSTON-The BSH division of Bronnercom uses a little magic in a global print and direct mail campaign for Aquent Partners, a newly renamed temporary employment service.
The first ad in the series is headlined, “Houdini. Without the disappearing act.” Body copy begins: “You find a great performer. You call for an encore. When suddenly-poof. The performer’s nowhere to be found. Time to make our entrance.”
The text goes on to explain that Aquent’s professionals “stay with us. Five times as long as the national average. Which means our great performers are far more likely to materialize whenever you need them.” The execution tags the client as “the creative, Web and technical talent agency.”
Ads debut next month in design, technology and general business publications in North America, Europe and Asia.
The effort targets hiring managers and potential Aquent temps, according to Bronnercom creative director David Haskell.
The effort, which will run for the next year, was said to be worth $5 million when the Boston shop won the assignment [Adweek, Jan. 12]. Final spending may reach eight figures, according to sources.
Both the agency and client have changed their names in recent weeks. Aquent was known as MacTemps; Bronnercom had been Bronner Slosberg Humphrey.
Founded in 1986 as a service placing Macintosh specialists, Boston-based Aquent now works with professionals in various disciplines, including multimedia, graphics, technical support and database administration. ƒ