Ramey to Break Skytel Work

ATLANTA The Ramey Agency will launch Skytel’s first ads in three years, according to the shop.

The Jackson, Miss., agency won a year-long corporate-image assignment from the wireless-paging company, a unit of MCI, following a review in which Ramey competed against crosstown rival The Godwin Group and an undisclosed Atlanta agency, sources said.

The print campaign, which breaks next month, targets business travelers and corporate and government decision makers, according to Ramey president Jackson Garner.

“Workers prefer cell phones because they can use them to make personal calls, but if a message is critical and has to get through, it’s the executive-level decision makers who are going to decide what a company’s message service will be,” said Garner.

The effort features a series of simple ads that distinguish between the kinds of messages left on cell phones and those sent via SkyTel two-way devices.

In one execution, copy below a line drawing of a cell phone reads: “I’ve got a flat tire on the expressway. Start dinner without me.” The copy below the drawing of a pager reads, “Fiber cut at Westin facility. Redirect routing to backup facilities.”

The effort for the Jackson, Miss., client’s “telemetry” or machine-to-machine messaging reads, “What good is a meter reader that suffers from illiteracy?”

The budget was not disclosed. Ads will run through first-quarter 2004 in in-flight magazines, as well as business publications such as Forbes, BusinessWeek, Fortune and Money, in markets targeted by zip codes in cities such as Chicago, Dallas, Boston, Atlanta and Washington. A third buy is scheduled to run in trade magazines that include Vending Times, Mobile Radio Technology, HPAC Engineering, Utility Automation and Medical Device & Diagnostic Industry.

Changes in the client’s Web site were developed with Ramey sister shop Lokion Interactive in Memphis, and will reflect and be tied to the new campaign.