Hurley Chandler Networks Task

Shop to Tout Computer Monitoring Software
BOSTON-If Hurley Chandler & Chaffer’s first ads for BirchTree Systems’ NetSee software prove successful, employees nationwide may find themselves making fewer visits to recreational Web sites.
The Providence, R.I., shop, which was recently tapped for creative development after a review, will break a print campaign for NetSee this spring in the general business and technology press.
NetSee allows employers to monitor computer activity and view any screen on a network in real time. The images can then be recorded and printed out.
The Waltham, Mass.-based client previously used defunct Boston shop ReevesDrake for a branding effort targeting companies with the theme, “How much do you spend for sex?”
That line will be replaced in upcoming campaigns, according to BirchTree president Jim Gavell.
Along with promoting NetSee to corporations, Hurley Chandler’s efforts will tout other versions of the product, including ClassSee, which monitors computer activity in schools, and a version intended for use at home, Gavell said.
Initial spending will be slightly less than $1 million, and ads should start to appear in June, Gavell added.
Hurley Chandler got into the pitch based in part on a referral from Konjolka/KSL Media in Wellesley, Mass., which will handle media chores, said agency official Kerry Chaffer. ƒ