SAGA Pulls Ad Account

Software AG Americas has moved its $5-7 million ad account in-house from Mullen less than a year after hiring the Wenham, Mass., agency.
The fast-paced environment of the software industry prompted the privately held Reston, Va., company to look for ways to speed up the advertising process, said Michael Collins, senior director of corporate marketing at SAGA. “We are not leaving because of any issue with their strategy or creative thinking. Mullen was excellent to work with, [but] having any ad agency adds time and layers in the process of developing your ads,” Collins said.
SAGA sells database management and data warehousing products in some 100 countries, competing against IBM and Oracle. Since landing the assignment in January, Mullen has produced just two product-specific print ads, which carried the SAGA-created tagline, “Free your information.”
The account had been run by group account director Bob Pagano, who also oversees the L.L. Bean and Agfa-Gevaert Group accounts. Agfa moved the low-end scanner portion of its account to Boston-based Cohn Godley Norwood in May after transferring its digital camera business to Anderson & Lembke in New York.
Mullen did not lose all its SAGA business. The agency’s public relations duties were expanded to include the client’s corporate account.
Duffy & Shanley’s interactive unit recently created a Web site for SAGA. The Providence, R.I., shop “offered the management and creativity we needed for our site,” Collins said.
Collins joined SAGA last year after spending more than three years with Iomega in Roy, Utah, where he worked with Euro RSCG Dahlin Smith White in Salt Lake City.