Greco and Evoke Part Company

By David Gianatasio

BOSTON—Greco Ethridge Group and Evoke Communications are ending their yearlong relationship.

Louisville, Colo.-based Evoke, a provider of Web collaboration and related services, has launched a review for its $15 million advertising assignment.

The split was precipitated by various philosophical differences over strategic direction between the two parties.

Evoke has changed its marketing focus from image-building to customer acquisition, according to client and agency officials.

The review process is beingoverseen by Alison Seccombe, Evoke’s vice president of marketing.

Seccombe said she has spoken with technology-focused shops in New York, Chicago and Seattle, though she declined to name them.

Evoke will work with Greco for a 30-day “transition” period, and the client hopes to name a new agency in December, Seccombe said.

The breakup will have no adverse effect on Greco Ethridge, which currently employs about 40 staffers between its New York and Boston offices, said agency official Paul Marobella.

Greco Ethridge earlier this year fashioned a print, online and outdoor effort for Evoke which used the tagline, “Until there’s telepathy, there’s Evoke.” Bleak landscapes, such as deserts, were used as backdrops in print executions to illustrate the ability of the client to meet users’ communications needs.

The agency also crafted ads that guided the company through a name change from VStream.