Bravo! Marketing Wins Industry Analyst IDC

By Rebecca FlassBOSTON—Marketing analysis firm IDC has chosen Bravo! Marketing for ad chores following a review of undisclosed contenders.

The business will initially be serviced from both coasts, with Bravo!’s two-person Boston office handling account management, led by agency co-founder and vice president Alexx Wood, and the San Francisco headquarters handling creative chores.

The Framingham, Mass., client previously worked with agencies on a project basis and did some work in-house. However, managers at IDC, a unit of technology publisher International Data Group, decided the company needed to increase its focus on building corporate brand awareness as it expands into the e-business realm, said company vp of worldwide marketing MaryAnne Sinville. The budget was not disclosed.

“They are the most quoted industry analysts in the world,” said Rick Scherle, Bravo! executive vp and co-founder. “It’s a very exciting client opportunity.”

After conducting research, the privately held firm screened a dozen agencies over the phone before holding formal interviews with Bravo! and other shops.

“I was leery of talking to a California-based agency [because of the distance], but we really liked their work,” said Sinville. When the agency opened an outpost in Boston this summer, the client came aboard, she said.

In addition, the fact that many Bravo! staffers have technology rather than agency backgrounds was attractive, said Sinville.

Work will include providing worldwide brand strategy, print and online advertising, recruitment marketing, public relations and possibly direct marketing. The agency will also handle media planning and buying chores.

It has not yet been decided whether IDC will continue to use the tagline, “Analyze the future,” which was created in-house. Ads may break next month.

Bravo! was founded in San Francisco in 1995. Its client roster includes Hitachi, Hyundai, Mitsubishi, Hiway Technologies and ValueClick.