PJA to Tout MRO’s Maximo in Q1 Print Ads

BOSTON MRO Software has hired independent agency PJA to handle its ad account following a review, the client said.

The client looks to the Cambridge, Mass., shop for a first-quarter trade print campaign that will target high-level “C-Suite” managers in the oil and gas, transportation and utilities markets, as well as the federal government. The work will tout MRO’s flagship Maximo asset management software. Spending will be in the mid-six-figure range.

PJA was hired because the client was impressed with its “portfolio, execution and project management,” said Rob Bloom, vice president of worldwide corporate and field communications at MRO. The names of the other agencies that competed for the assignment, as well as the ad budget, were not disclosed.

The Bedford, Mass.-based client recorded no media expenditures in 2003 or through the first half of 2004, per TNS Media Intelligence/CMR. In 2000, MRO spent $300,000 on ads, the most recent year for which TNS/CMR turned up client spending. MRO’s last significant ad efforts were fashioned by Interpublic Group’s Mullen in Wenham, Mass., though the shop had not worked for the client in recent years.

MRO is PJA’s second recent score in the business software field, following the agency’s selection to handle corporate marketing work for Netegrity, a Waltham, Mass., provider of network security tools [Adweek Online, Aug. 12].

“We definitely have momentum,” said PJA partner Mike O’Toole. “Billings are up. Our current trend is 20 percent over 2003” when the agency tallied billings of about $25 million and revenue close to $4 million.