Madison to Play Mango’s Medley

By Jim Osterman

ATLANTA–T.G. Madison here has landed the $5 million Mango account, a Boston-based high-tech company. The shop was hired to handle the national rollout of the client’s Medley, a networking product targeted at small businesses.

Separately, the agency hired Arnie Blum as executive vice president and creative director and Jan Koblitz as senior vice president and associate creative director.

According to T.G. Madison executive vice president Michael Hanahan, the Atlanta agency beat out two undisclosed New England contenders for the Mango advertising business.

‘I think that we showed we understood the high-tech sector,’ Hanahan said. ‘We’re more of a consumer product agency, but went into the final presentation on four days notice and showed them we were able to speak the language. We wanted to show them some serious Southern enthusiasm.’

T.G. Madison (TGM) is Mango’s first agency of record. In a prepared statement, client director of marketing Scott Jones felt he had found ‘a long-term partner.’

‘(The agency) was selected because of (its) thorough knowledge of branding, the high-tech sector and talent for translating their knowledge into compelling and effective creative,’ Jones said.

In the creative department, Blum has been brought in after TGM doubled its size to $26 million over the last four years. His resume includes time at several New York shops, including Saatchi & Saatchi, D’Arcy Masius Benton & Bowles, McCann-Erickson and BBDO. During his career he has worked on Coca-Cola, Pepsi and American Express, among other accounts.

‘We expect him to take us to our next plateau,’ said Joanne Truffelman, chairman and chief creative officer of TGM.

Koblitz was formerly with FCB/Leber Katz and Young & Rubicam, both in New York. She also worked with Blum when the two were with McCann-Erickson.

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