PJA Snares Cambridge Trust Business

BOSTON In somewhat of a departure for the agency, technology and life-sciences specialist PJA has taken on marketing chores for the Cambridge Trust Co., a 113-year-old commercial bank.

“We are at an early stage with no decisions on media or differentiating message yet,” said agency representative Mike O’Toole.

The Cambridge, Mass., independent got into contention for Cambridge Trust based on a pro bono connection, O’Toole said. “We do a lot of work for BELL (Building Educated Leaders for Life), a nonprofit that provides after- and summer-school education to at-risk kids. Joe Roller, the Cambridge Trust CEO, sits on the BELL board. We met, felt like we had a lot in common as organizations, and ended up pitching and winning the business,” he said.

PJA prevailed over a field of undisclosed regional contenders; there was no incumbent. Billings were not disclosed, but banks the size of Cambridge Trust have typically spent $500,000-1 million on ads.

PJA has been one of New England’s more successful niche players this year, adding work from companies such as Mathsoft, Quantum Dot and Innocentive.