‘Sitelets’ to Target C-Level Suite

BOSTON J. Winsper & Co. said it is preparing to launch a direct program for SAP America and Accenture that targets senior-level executives (CEOs, CFOs, COOs) at the nation’s largest financial institutions.

The effort from the independent agency in Chestnut Hill, Mass., will run for 12 months and includes personalized 3-D direct mailers, various online marketing elements as well as database management responsibilities.

Work touts the alliance between software giant SAP and management consultancy Accenture in the financial services arena.

One somewhat unusual element is the creation of personalized URLs (Web sitelets) for each executive targeted in the campaign.

“We worked diligently to ensure the c-level target was presented with a high-touch, high-class personal approach at every point of contact,” said Jeff Winsper, agency president. “Leveraging our experience in b-to-b tech and c-suite experience, the creative theme taps into the logical and emotional drivers for each target.”

The budget was not disclosed, but is likely in the $1 million range.

The agency works for a mix of consumer and business-to-business clients, and has recently handled projects for Cognos, Raytheon, Information Builders, Moonrock Paper and Siemens Business Services.

—Adweek staff report