Publicis Dialog Scores Software House

LOS ANGELES Publicis Dialog has won creative and media duties for on-demand applications company WebEx following a review. Estimated billings are $6 million.

The shop defeated Grey and The Loomis Agency in the contest’s final round. All of the contenders pitched from their offices in San Francisco.

Independent Godfrey Q & Partners had handled advertising duties, while Loomis worked on direct marketing.

“We originally went at it for just direct and interactive, but we were able to pull in the brand,” said Ted Barton, CEO of Pulicis Dialog. “That gives us an opportunity to take the holistic approach. We pitched a brand idea because that’s the way we think.”

He added, “WebEx is where things are headed: Web business, conferencing, open systems.”

“We chose the team from Publicis Dialog because they demonstrated strong direct response expertise as well as clear understanding of Web collaboration and on-demand applications,” said Van Diamandakis, client vice president of worldwide corporate marketing.

Creative directors Joe Lin and Christopher St. John will work on the business.

WebEx spent about $6 million in domestic measured media in 2005, according to TNS Media Intelligence.

In addition to launching new software products, WebEx’s various third-party agreements (such as a partnership with AOL to deliver instant messaging and e-mail) are set to launch by year’s end.

Publicis Dialog’s other clients include the Bermuda Department of Tourism, BMW and Hewlett-Packard.