Gearon Reunites Speech Client, Creative Duo

Gearon Hoffman this week launches its first national campaign for Lernout & Hauspie Speech Products.
The print effort touts the latest version of VoiceXpress, language recognition software that lets users type on their personal computers by talking.
Spending will be $2-3 million, said agency president Bob Hoffman. The Boston shop picked up creative duties for the Belgium-based client’s U.S. operations without a formal review, Hoffman said. Initial introductions were made by an executive who had joined Lernout & Hauspie from Gearon Hoffman client AllEnergy Marketing, Hoffman said.
Co-creative directors Dick Davis (art) and Doug Goransson (copy) crafted the campaign. The pair had worked on projects for Lernout & Hauspie under the aegis of creative boutique Davis & Goransson, which was acquired by Gearon Hoffman in the spring.
One ad features the headline, “Teach your computer to speak fluent YOU in just 5 minutes.” The copy claims that VoiceXpress Version 4 “gets you from installation to dictation faster than ever before.”
The ads will run in The Wall Street Journal and various consumer and technology publications, said Hoffman.
Carat Freeman, Newton, Mass., is handling media chores.