Segway Enlists Saltworks

BOSTON Segway said it has hired independent agency Saltworks following a review that began late last year.

“The choice was based on Saltworks’ strategic insight and creative excellence,” a client representative said. “We are also confident in the tactical support they will provide as we implement our marketing plans.”

Saltworks is a Boston-based design-focused shop that has worked for clients such as Ben Hogan Golf, Cessna Aircraft, JanSport, Parker Guitars and Grand Bank Yachts.

Segway in Bedford, N.H., had no incumbent, and did not disclose other review contenders, though sources said it spoke to mainly smaller shops in New England and New York. Segway is looking for Saltworks to help build its brand via the Internet and direct marketing efforts. Spending was not disclosed, but will likely be in the mid-six-figure range.

The company, which produces high-tech, two-wheeled scooters, spent $150,000 in measured media last year; there was no meaningful outlay in 2005, per Nielsen Monitor-Plus.

The review was driven in part by the arrival last March of James Norrod as CEO (the fourth in as many years), who is trying to ramp up marketing to increase sales. The company has said it would focus on national high-volume buyers such as Disney, the U.S. military and local police departments.

The privately held company does not release sales figures.