Partners, Carat Install Direction

Software Firm Taps Pair for Greater Reach
BOSTON–Partners & Simons, working in tandem with Carat Freeman, is breaking a $2-4 million trade campaign for InstallShield Software Corp.
The first ads announce a major upgrade to Installshield, which installs and interfaces applications on Windows platforms. After that, Partners & Simons hopes to broaden the advertising message of the Schaumburg, Ill.-based software developer to include corporate IT managers and software professionals.
“It’s a far bigger market that’s far more general and broad,” said Partners & Simons principal Gib Trub. “It’s probably the impetus for finding a new marketing partner.”
The Boston shop won the account after a review of undisclosed shops. Installshield marketing director Tom Russell hired Carat Freeman, Newton, Mass., for media chores in July shortly after he joined the company.
Twelve-year-old Installshield previously worked with various Chicago shops on a project basis.
The company has a corporate logo but no tagline. The possible creation of a tagline is under discussion, Trub said. Partners & Simons is working with Installshield vice president of marketing Brian Hall and Russell on the account.
Partners & Simons created a print execution now running in software trade publications that introduces a product called Installshield Professional 2000.
“Building setups that include third-party technologies is a constant battle,” the text reads. “Installshield Professional 2000 is the peace plan.”
Online ads on computer sites such as ZDNet and CNET are scheduled through next year.