K&R Wins Tech Consultancy

Keroff & Rosenberg here has been named the first agency of record for information technology consultancy Technology Solutions Co.
A 10-year-old, publicly traded company projecting fiscal year revenues of $400 million, TSC designs large-scale computer information systems and provides business and management consulting for clients such as Aetna, Goldman Sachs, Pfizer, Prudential, PepsiCo and Whirlpool.
What TSC has lacked is a solid brand identity within the financial community, according to Mike Swidler, K&R executive vice president and director of strategic planning. The agency’s mission is to remedy that with a branding campaign, initially through print and Internet advertising. The print component will run in the Wall Street Journal beginning in midsummer, and will possibly extend to broadcast down the road, Swidler said.
First-year billings were not disclosed but are estimated to be more than $1 million.
“TSC began in computers but has broadened its focus to more strategic consulting, and needs to create awareness and build a brand identity that reflect that,” Swidler said. The company also needs to raise awareness of its global reach, having opened offices in Canada, Europe and South America.
K&R was awarded the account without a review. It had crossed paths with Dan Croft, TSC’s recently appointed senior vice president of marketing, during his stints at Sprint Cellular and Motorola.