Holmes Moves Bionaire to Six

Six, the startup formed by former executives from the re-cently defunct Donovan Group, has added the advertising account of the Holmes Group’s Bionaire division, a maker of high-end air cleaners, heat-ers, humidifiers and fans.

Bionaire, located in Milford, Mass., had been a Donovan Group client before the agency ceased operations in the fall. Spending is expected to be in the $2-3 million range.

The account moved to Newton, Mass.-based Six without a review, owing to the client’s prior relationship with the small shop’s partners, Dave Jackson and Jay Nelson. The pair had been top managers at Donovan Group, Watertown, Mass., and now respectively serve as president and creative director of Six, which they launched in October.

Six is formulating marketing strategies to relaunch the Bionaire brand nationally in 2002, Jackson said. Specific creative and media plans are in the early stages of development. Print executions will likely be the cornerstone of the campaign.

Six opened with three ex-Donovan Group cli ents—Killington Resort, Danskin and sports equipment company Brine. Billings totaled about $5 million. The shop’s name is derived from its initial number of employees, five of whom had been with Donovan Group.

Given the volatile economy and dearth of local advertising jobs at established shops, the greater Boston area has become a hotbed for launches. Along with Six, notables such as Modernista!, McCarthy Mambro Bertino and Velocity Advertising have emerged in the past two years.