Breakaway Jumps Out Front




Debuts Awareness Campaign Via Red, Buys Into Falmouth Race
BOSTON–Breakaway Solutions has tapped Red as creative agency and Carat Freeman for media buying and planning on its estimated $10 million account.
The publicly traded, full-service e-business consultancy next week will launch an awareness campaign tagged “Get there first” targeting business professionals. A single-page ad features a baby in a hospital nursery surrounded by bottles of formula while the cribs of adjacent sleeping babies have no bottles. “There’s something different about the ebusinesses that come out of Breakaway Solutions,” reads the copy.
Company officials declined to specify billings, but sources said spending on the campaign would be in the mid six figures. Weeklies such as The Industry Standard and monthlies such as Business 2.0, Red Herring, Fortune and Forbes have been booked.
One wall of marketing vice president Adam Sholley’s office is covered with tacked-up ads of potential competitors. Unlike larger competitors such as Ernst & Young, PricewaterhouseCoopers and Razorfish, Breakaway targets small to midsized businesses with revenues up to $500 million and seeks to be a total e-commerce provider, from developing business plans for Web startups to hosting sites and optimizing both traffic and commerce.
Its founder, Gordon Brooks, started Breakaway after leaving Cambridge Technology Partners. Since then, he has bought and rolled into Breakaway a number of specialty companies and recruited marketing management from ad agencies. The company went public in October and last week announced a two-for-one stock split.
Sholley, who joined from Arnold Communications last year, recently recruited Harry Chapin from Arnold sister shop Cipriani Kremer Design to head up marketing communications. Together, Sholley and Chapin have replaced Arnold, which created Breakaway’s launch campaign, with Red and Carat Freeman. Pan Communications in Andover, Mass., handles public relations.
Breakaway plans to become more involved in event sponsorship and bought title rights to the Falmouth Road Race held in August. It’s hoping to bring some technological inno-vation, including a possible Webcast, to a race that each year attracts about 9,000 runners and 75,000 spectators. K