Bronner Launches Upromise

After more than a year of preparation, the Upromise customer loyalty program launched nationally Tuesday.

Hill Holiday Connors Cosmopoulis is developing a print and radio advertising campaign set for May, according to Jeff Bussgang, president and chief operating officer of Upromise, Brookline, Mass.

Marketers participating in the program may launch separate Upromise-themed advertising promotions — including TV spots — Bussgang said.

Upromise was founded by Michael Bronner, founder and former CEO of Boston-based marketing firm Digitas.

Upromise says customers who sign up will have a small percentage of their purchases set aside in college savings accounts for their children, grandchildren or anybody else. AT&T, for example, AT&T has agreed to contribute 4% of residential long distance charges, Upromise said.

Bussgang estimates that in 15 years an average family can accumulate over $20,000 toward college expenses.

Accounts are to be managed by Fidelity Investments or Salomon Smith Barney.

Consumers can register for free at

Participating companies include Citibank, Coca-Cola, CVS, ExxonMobil, General Motors, McDonald’s, Toys “R” Us, America Online and Borders Group.