BroadVision Kicks Off a Review

E-commerce software provider Broad Vision has launched a review for its advertising account.

The Redwood City, Calif., com pany worked with CGN Marketing & Creative Services in Boston until recently, first on a project basis and then as agency of record. CGN’s latest work consisted of print, direct mail and online ads tagged “Personalizing e-business.”

The budget has been in the mid-seven-figures, but will likely increase, sources said. BroadVision’s desire to compete in the increasingly competitive global market against rivals such as Allaire and Open Market is partly fueling the review, according to sources.

“We are looking for a new ad agency. [It] must be U.S.-based, not necessarily on the West Coast,” said Penny Johnson, recently named vp of corporate worldwide marketing. Johnson referred all other questions to consultant Sharon Lack, who is helping to guide the search. Lack did not return calls by press time.

Shops on both coasts with a mix of business-to-business branding and technology expertise are being contacted, sources said. BroadVision would prefer a midsized shop that can give the business a good amount of attention, sources said. The review is likely to be completed before year’s end.

Personnel changes in BroadVision’s marketing department partly motivated CGN’s recent split with the company, said agency CEO Ken Dec. “It was mutually understood … we are not going to pitch,” he said.

Losing the account will have “zero impact” on staffing at CGN, Dec said.