AST Computer Thinking BIG

Shop Tapped for Major Rebranding Effort
LOS ANGELES–Big Imagination Group bested two undisclosed Los Angeles-area shops to capture AST Computer’s estimated $2-3 million account.
The Marina del Rey, Calif., agency was awarded the business late last month after capabilities and strategic presentations. Previous ads had been handled on a project basis.
“We were impressed with BIG’s fresh creative approach and turn-on-a-dime responsiveness, as well as its ability to bring to the party a technologically knowledgeable strategic team,” said Michael Plaksin, vice president of sales and marketing.
The agency will create a new corporate identity package, print and radio ads, Web design, collateral and point-of-sale materials for the Century City, Calif.-based computer maker. Retail-driven newspaper ads will break in 25 markets nationwide next month, said Colette Brooks, BIG’s president and creative director.
BIG intends to build the brand as an Internet- and service-driven innovator in information technology, said Brooks. Ads will target consumers in the market for mid- to high-end computers, and those in the soho (small office, home office) demographic.
Beny Alagem, former chairman and chief executive of Packard Bell NEC, bought AST last month
from Samsung Electronics and will head the company. Samsung retains a 25 percent stake in the privately held company.