FileMaker Enlists Hoffman

Database Software Marketer Plans Campaign For ’99
SAN FRANCISCO–Hoffman/Lewis has been awarded an estimated $3-5 million ad account from software manufacturer FileMaker, according to sources. The San Francisco agency will launch a branding campaign for the client next year, sources said.
The review for the Santa Clara, Calif.-based company’s account also included Carter Israel Advertising and Zuckerman Fernandes & Partners, both in San Francisco, sources said.
The agency referred calls to the client. A FileMaker representative said the company was “not prepared to comment about the selection of any agency.”
Hoffman/Lewis’ national branding effort for FileMaker will most likely target major markets such as San Francisco, Los Angeles and New York. During the review, Hoffman/Lewis recommended that FileMaker pursue both print and broadcast advertising for next year’s effort, sources said.
The company previously handled its advertising in-house.
FileMaker, formerly Claris, markets database management and storage software for both Windows and Macintosh platforms. While the company claims to control about 90 percent of the Mac database market, sources said it has been feeling increased pressure from Access, the database software marketed by Microsoft, Redmond, Wash. The challenge is providing the impetus for FileMaker to “strengthen its brand identity through national advertising,” sources said.
FileMaker is a wholly owned subsidiary of Apple Computer, Cupertino, Calif., but is expected to spin off as a separate company this fall. Sales of the FileMaker Pro software exceeded $70 million last year.
Hoffman/Lewis, with billings close to $60 million, counts McDonald’s and the San Francisco Giants among its clients. The agency’s technology-oriented experience includes a recent $4-6 million national multimedia campaign for Purple Moon, Mountain View, Calif., a developer of CD-ROM games for girls aged 8-12.