MangoSoft Mulls 6 Agencies

MangoSoft Corp. is considering a half-dozen semifinalists in the review for its $20-25 million advertising account.
Mullen, Wenham, Mass., is competing against Temerlin McClain, Irving, Texas, The Martin Agency, Richmond, Va., and three New York agencies: Doremus, Gotham and Grey Advertising, said Rick Hooker, who is overseeing the competition for Pile and Co., the consulting firm in Boston.
Currently, there is no agency on board. MangoSoft last worked with Welch Nehlen & Groome, Garden City, N.Y., in the late-1990s on national print campaigns that ran mainly in the business press.
The client in Westborough, Mass., is looking for an agency to craft a mix of product and image ads. The winner will be assigned both creative development and media chores.
Upcoming efforts will likely consist of a mix of print, Web and possibly some broadcast efforts, according to Bob Primmer, MangoSoft’s vice president of marketing.
The publicly traded company is looking for a general image boost and is seeking to tout its CacheLink software designed to increase the delivery speed of Internet or intranet content.
Shops will likely be asked to play up the the savings the product can provide for businesses of all sizes that might otherwise choose to pay for pricey T1 connections.
The list of contenders will be trimmed to finalists, probably three, within the next few weeks, Hooker said. Those shops will then make presentations to client officials with a decision coming before summer. K