Cambridge Tech Conducts Search

Consulting firm Cambridge Technology Partners is looking for an agency to help it forge a brand identity and compete against better-known rivals.
The Cambridge, Mass., client has retained Pile and Co., Boston, to oversee the search. There is no incumbent. Spending is believed to be $4-5 million.
Pile and Co. executives confirmed the review but referred all questions to client officials, who did not return calls.
Allen & Gerritsen, Watertown, Mass., and Boston shops CGN Marketing & Creative Services, Gearon Hoffman and Pagano Schenck & Kay are in contention, sources said. Two finalists will likely be selected this week. A decision is expected by month’s end.
The client is seeking an agency with technology and financial services and experience that can work with a modest budget, sources said.
A brand push is expected to break in the next few months. Executions will likely be print based.
Despite its low profile, Cambridge Technology is a major player in the global business consulting arena, competing with Andersen Consulting and EDS.
Cambridge Technology’s key point of differentiation is its fixed-time, fixed-price contract policy. The company typically guarantees it can complete major IT consulting projects for less than $3 million and within six months. If projects take more time and money, the company absorbs the excess cost. That policy will feature prominently in upcoming ad campaigns, sources said.
Publicly traded on the Nasdaq exchange, the company generated $612 million in 1998 revenues and has more than 4,500 employees.
Ralph Linsalata, formerly a Net consultant at Hill, Holliday, Connors, Cosmopulos, joined Cambridge Technology as evp of its NEWCO Investment Strategy unit.