Lawson Limits Search to Twin Cities

CHICAGO Lawson Software has contacted six agencies about its $3 million account, which was previously at Carmichael Lynch.

The St. Paul, Minn., company is looking locally, sending proposal requests only to Twin Cities agencies, said Kay Malchow, advertising manager at Lawson. The agencies contacted are: Bolin Marketing and Advertising, Campbell Mithun, Clarity Coverdale Fury, Kerker, Miller Meester and Periscope, Malchow said. Incumbent agency Carmichael Lynch declined to participate, she said.

Lawson expects to complete the review by the end of the month, so the new agency can be involved with planning for the company’s next fiscal year, which begins June 1, Malchow said.

CL inherited the account in August 2001 after absorbing Bozell Kamstra in a reorganization of parent company the Interpublic Group. Though the agency said declining spending and increased project-oriented work were the reasons for the split, sources said changes in the client’s marketing department also were contributing factors.

Founded in 1975, Lawson provides specialized software packages for companies in various industries, including professional services, healthcare and finance. The company spent $3 million on measured advertising last year, according to CMR.