Harpell/Martins Scores a Pair

Atex, Konica Tap Growing Shop After Reviews
BOSTON–Harpell/Martins & Co. has won advertising, public relations and direct marketing chores for Atex Media Solutions, a leading maker of publishing systems and software.
Separately, the Maynard, Mass., shop has been chosen to handle public relations duties for Konica Business Technologies in Wilton, Conn.
Both assignments came after formal reviews involving undisclosed contenders, said agency president Pat Harpell. Budgets were not disclosed.
Harpell’s initial work for Bedford, Mass.-based Atex will focus on launching “a new software product,” said Allen Miller, the company’s vice president of marketing.
Campaigns will consist mainly of print and direct mail executions targeting “CEOs, publishers and editorial executives” at major magazines newspapers, Harpell said.
Harpell/Martins is currently finalizing creative strategies for Atex. The campaign will contain a mix of image and product ads and is slated to kick off in May. Media placement is being handled in-house.
The agency’s public relations unit will help position Konica copiers, printers and other products in the digital products marketplace, overseeing the company’s communications with the business, trade and electronic press.
The Konica assignment is significant because the brand has a high profile and epitomizes the type of client the 60-person shop wants on its roster: a technology company whose products make an impact on everyday business and consumer life, Harpell said.
“We pitched the account a couple years ago and didn’t win,” Harpell said. “They came back to us because of the growth the agency has had.”
Atex in Bedford, Mass., has done virtually no advertising in recent years but is now looking to launch a “rebranding” effort, Harpell said.