EC Squares Account With A&G

Seeking to target clients powering the e-commerce revolution rather than just go after dot.coms, Allen & Gerritsen has won creative chores for Internet software firm ec cubed.
The Watertown, Mass., agency was selected following a review that included Harpell/Martins & Co., Maynard, Mass., and Boston shops Partners & Simons and TFA/Leo Burnett Technology Group, said Lauren Whitehouse, ec cubed vice president of marketing. “Their creative product was more exciting than some of the others,” she said.
Spending for the Westborough, Mass., client will be about $5 million, Whitehouse said. Carat Freeman, Newton, Mass., will handle media placement.
A print-based branding campaign will break in the second quarter and target decision makers and technology executives in financial services, telecommunications concerns and other companies. Collateral, direct mail and some online marketing will also be in the mix.
The goal of the ads: Stake out a middle ground for ec cubed as the firm strives to compete with e-business software specialists, including Ariba and BroadVision, and Internet services firms with a broader consulting focus such as iXL, Whitehouse said.
While well-funded dot.coms remain viable as prospective clients, targeting firms such as ec cubed has become increasingly important, said agency president Paul Allen. K