Atlantans Add to B-to-B Roster

Cole Henderson Drake has been named lead agency for software supplier Novient.

The estimated $5 million assignment for the Atlanta shop grew out of a successful corporate identity project executed by CHD creative director Chris Jacobs.

“[CHD has] depth in brand building, but the important thing was the people,” said Ian Hoffman, Novient’s vice president of marketing. “This industry moves so fast, you have to have someone you can count on to get the job done.”

New print advertising, launching next spring, will appear in business and investment periodicals, The Wall Street Journal and direct mail. A heavy investment in network and cable television will be part of the campaign, said Jacobs.

“The real trick with high-tech companies is to simplify their product,” Jacobs said. “We’ll focus on how Novient helps its customers work smarter.”

Novient, a provider of project management software headquartered in Atlanta, had worked on a project basis with several local agencies, including BaylessCronin, but had done no consistent marketing.

Current media spending, according to Competitive Media Reporting, is $310,000.

CHD’s corporate branding project clinched the account win.

“We had 30 days to relaunch the company,” said Mike Tyre, managing partner at CHD. “We changed logos, collateral, updated the Web site, and established a first round of creative and strategic planning.”

The creative team developed an “elevator pitch” for Novient’s 300 employees, a way they could describe their jobs in 30 seconds.

“High-tech companies have ap-plications that change,” said Jacobs. “It’s hard for employees to communicate throughout the company.”

Specializing in business-to-business e-commerce solution software, Novient enables service industries to organize people and projects. The company’s customers include An-dersen Consulting in New York, Cisco Systems of San Jose, Calif., and Compaq Computers in Houston. “This is a very visible account in the high-tech area,” said Tyre.

CHD is moving aggressively into the booming high-tech market in Atlanta. It has won three such local accounts this year in Intelispan, Apyron and Novient.

“The problem we faced was that our agency was not a business-to-business agency, but a business-to-consumer,” said Jacobs. “It was a struggle, but things are starting to snowball.”