RLX Technologies Taps Richards

The Richards Group has been awarded the advertising account of RLX Technologies.

There was no review for the creative and media account. Billings are undisclosed. There was no incumbent.

The client, based in The Woodlands, Texas, sells computer servers that are said to require less power and floor space than most servers on the market today. The company sells its so-called “server blades” to enterprises engaged in mass-computing applications.

The Dallas agency is charged with rebranding the company. The first ads will appear next month in tech magazines such as eWeek and InfoWorld, as well as other vertical-market trade periodicals.

“We’re going to stress they are the only major company focused totally on server blades,” said agency principal Brian Schadt. “They’re not a jack of all trades.”

Dell Computer sells a server blade, and Compaq and IBM are expected to debut their own versions soon. Research house IDC has predicted that by 2005, the blade (server) will capture approximately 27 percent of entry unit sales.

Richards gained the account largely due to its work for PrimeCo, a wireless company that was divested when parent companies AirTouch and Bell Atlantic formed Verizon with GTE in 2000.

Cynthia Ciangio, vice president of marketing at RLX, worked in marketing at PrimeCo. “[Richards] helped me build the [PrimeCo] brand, and that was a wildly successful campaign,” Ciangio said. “I find their processes, speed and creativity to be of very high quality.”