Cognos Selects Hill, Holliday As Lead Agency

BOSTOn—Cognos cited the depth of Hill, Holliday, Connors, Cosmopulos’ high-tech experience and the quality of its creative in naming the Interpublic Group shop to handle its ad account.

The Boston agency will develop an image campaign, including print, interactive and collateral executions, set to launch in early spring, according to Jane Baird, vp, communications at Cognos.

The Ottawa-based applications-software provider previously handled advertising on a project basis. It focused on specific products, such as Impromptu and PowerPlay, rather than its overall image.

Agencies that recently worked with the client include E. James White Communications in Herndon, Va., and Connelly Partners/CGN in Boston.

Spending was not disclosed. The client spent an estimated $1.5 million in the first eight months of 2002, per CMR. However, sources said, Cognos plans to raise its budget to the $5-7 million range.

Hill, Holliday overcame a pair of undisclosed finalists in a review. Baird said the caliber of Hill, Holliday’s work for former clients such as Cisco Systems and Lotus Development helped put the shop over the top.

“The learning curve can be steep for a company like ours, but they’re already halfway there” in terms of understanding how to craft enduring national brands for tech concerns, Baird said.

The client makes applications development tools for companies such as BMW, Dow and Verizon.