Macromedia Seeks Bigger Name

Fallon attempts to link Macromedia with the better-known names of the company’s popular Web animation products in the shop’s first brand campaign for the client.
While the San Francisco company’s products–Flash, Shockwave and Dreamweaver–are well-known, the company itself is not, said Mark Goldstein, the Minneapolis agency’s chief marketing officer. The estimated $5 million print campaign is intended to better link the company with its products, he said.
“Part of the purpose of the brand campaign is to identify them for the great products that they make,” he said.
The work, which broke in selected newspapers last week, features screen shots of Web sites created using Macromedia products, accompanied by headlines such as “People walk out of boring movies” and “How the (expletive deleted) did they (expletive deleted) do that?”
The work carries the tagline, “What the Web can be.” The campaign will be broadened to industry and business publications later this year, and an online campaign is planned.
While raising Macromedia’s profile, the work is also intended to broaden the perception of the company beyond software maker, Goldstein said. Body copy in the ads explains how Macromedia can help companies get the most of their Web sites.
“They can show you how to use their state-of-the-art products in the best way,” he said.
Fallon won the account in November after an informal review of undisclosed shops. Macromedia’s previous agency was USWeb/CKS in San Francisco. K