Platinum Sets Its Standard

Platinum Technology, a provider of software products and consulting services in the information technology field, is contacting agencies about creative duties on its estimated $10 million business-to-business advertising account.
Among the agencies contacted by the Oakbrook Terrace, Ill.-based software company are Young & Rubicam and Arnold Ingalls Moranville, both in San Francisco, and SicolaMartin of Austin, Texas, according to Tom Russell, Platinum Technology’s director of advertising and promotion.
The company has contacted two other agencies in the West or Southwest, Russell said. He declined to identify the pair, saying they have not yet decided whether to participate in the account review. Russell declined to comment on billings, but sources estimated the print-only account would bill $10 million in its first year.
Platinum Technology’s 1997 advertising expenditures amounted to $3.4 million, according to Competitive Media Reporting.
The company is looking for an agency with high-tech experience to “build a brand in an increasingly crowded field,” Russell said. “We’re really seeking to make a name for ourselves.”
Platinum helps organizations manage and improve their information technology infrastructure with software and consulting services. Its target clients are the world’s 10,000 largest companies, Russell said.
The company has no incumbent ad agency. Rapp Collins Worldwide in Chicago has handled promotions. Media buying is expected to remain at Carat-Freeman, Newton, Mass., Russell said. Platinum expects to select an agency in March, he said.
Platinum, founded in 1987, had revenues of $739 million in 1997. It has formed partnerships with Hewlett-Packard, Microsoft, Intel, IBM, Oracle and SAPF. Clients include AT&T, Sony and Nike.