BroadVision, Post-CGN, Searches for an Agency

Software provider BroadVision has launched a review for its advertising account.

Since 1995, BroadVision had worked with CGN Marketing & Creative Services, Boston, initially on a project basis but ultimately as its agency of record.

Recently, CGN had fashioned print, direct-mail and online executions touting the Redwood City, Calif., client’s penchant for “Personalizing e-business.”

Client and agency began breaking off the relationship several months ago, said CGN chief executive Ken Dec.

Executive changes in BroadVision’s marketing department partly motivated the split, Dec said. “It’s one of those things that happens in business. It was mutually understood … we are not going to pitch,” he said. A boost in ad budget and BroadVision’s desire to compete in the increasingly competitive global marketplace against Allaire, Open Market and others is also fueling the review, according to sources.

BroadVision’s budget at CGN had been in the mid seven-figures, but will likely increase that outlay through a new agency, sources said.

“We are looking for a new ad agency. [It] must be U.S. based, not necessarily West Coast,” said Penny Johnson, the recently named vice president of corporate worldwide marketing for the client. 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 with a mix of business-to-business branding and technology expertise on both coasts are being contacted, sources said. BroadVision would prefer a mid-sized shop that can give the business a fair amount of attention, sources said. The review is likely to be completed before year’s end.

Losing the provider of e-commerce software will have “zero impact” on staffing at CGN, Dec added.