Hill, Holliday Wins Big Dig Project
BOSTON–Hill, Holliday, Connors, Cosmopulos here has been selected by the Central Artery/Tunnel Project to handle its $2 million advertising and communications account. CC and D Communications and Holland Mark Martin Edmund, both in Boston, also competed for the year-long assignment. Hill, Holliday is charged with conveying to the public the benefits of the controversial $11 billion highway and tunnel improvement initiative, purportedly the most expensive public works program in the nation’s history.
Parable Secures Financing
BOSTON–Multimedia company Parable, Newton, Mass., last week disclosed investors contributing to its second round of financing: The Kraft Group and BankBoston, both Boston; CMG Information Services, Andover, Mass.; Venture Management, Newton, Mass.; and Los Angeles-based Wasserstein and Adelson Ventures. Parable will produce the investors’ first multimedia products protected by copywrite using its “Things” technology. The company also has formed content relationships with Parker Bros., Hasbro Interactive, the New England Patriots football team and the New England Revolution soccer team.
Agfa to Break First Work From Mullen
BOSTON–Agfa-Gevaert Group next month will launch a $10 million global brand campaign from Mullen in Wenham, Mass. The effort includes trade print ads, collateral materials, direct mail executions and a Web component that targets midsize and large graphic arts, printing and prepress firms. Ads for the Antwerp, Belgium-based client employ a printer’s magnifying loupe as its central brand icon. According to Mullen principal and creative director Edward Boches, using the loupe, a tool that is synonymous with the printing industry, tells consumers, “We’re in the same business as you are. We’re here to help you and understand all the implications of digital technology.”
The Heat Unveils Video for Reebok
BOSTON–The Heat, a spinoff of Heater Advertising here, has completed production of a limited edition video for Stoughton, Mass.-based Reebok International called “Off the Clock,” a look at basketball star Allen Iverson away from the court. The effort supports “The Answer,” a shoe that will hit retail stores in two weeks in new colors, said Reebok representative Dave Fogelson. The video will be mailed to consumers who responded to a CD-ROM insert that ran in magazines in January.
Sony Wonders About Mullen
BOSTON–Sony Wonder, the New York-based family entertainment division of Sony Music, is talking to several agencies, including Mullen, Wenham, Mass., about its estimated $2 million account, sources said. Sony Wonder licenses and distributes videos for children. The account was previously with JSM + Communications in Marina del Rey, Calif., which resigned the business earlier this year.
Converse Chooses to ‘Stay True’
BOSTON–As part of its new “Stay True” positioning line, sneaker manufacturer Converse will support 81 projects to honor its 81 years in basketball. Those efforts will benefit youth, athletics and local communities. The North Reading, Mass.-based company’s first project was to donate 3,000 pairs of shoes to homeless shelters across the country. The company unveiled the “Stay True” positioning line in January. Converse’s ad agency, Boston-based Houston Herstek Favat, is now part of Arnold Communications in Boston.
WPP Group Buys Local Tech Firm
BOSTON–WPP Group in London has acquired Charles River Strategies, a high-tech marketing consulting firm in Boston, and Seattle-based MSI Channel Research & Consulting. The two shops have combined revenues of $10 million and billings of $70 million. Both will remain independent under WPP’s Specialist Communications Group.
Advo Rolls Out New Targeting System
BOSTON–Direct mail company Advo, Windsor, Conn., has made available nationally its Advo Targeting Zones, which enable advertisers to tailor their ads to groups of 3,500 households. ATZ’s are postal delivery routes within a zip code that are clustered together based on age, income, ethnicity, household size, and proximity to key retail areas.
Sutton Plans New Career at HMME
BOSTON–Holland Mark Martin Edmund here has hired Tina Sutton as vice president, planning and research. Sutton previously headed her own marketing service company, working for clients such as Reebok, Stride Rite, Keds, Bass and Timberland., and retailers like Hit or Miss, Talbots and T.J. Maxx.
Student.Com Links with Online Guide
BOSTON–Student.Com, the Web site for college students, has teamed up with Zip2 Corp. in Mountain View, Calif., a provider of local online city guides and directories. Zip2 will distribute Student.Com’s content through its national network of 152 online newspapers, and visitors to Zip2’s site searching for college-related keywords will be directed to Student.Com. Student.Com browsers will have access to Zip2’s city guides. Terms of the deal were not disclosed. Student.Com is owned by Student Net Publishing in Cambridge, Mass.