Software Company Taps Eleven to Craft Its New, National Image

Look for GoTo campaign in second half of 2016

GoTo, a spinoff of the software company Citrix Systems, has selected Eleven as its lead advertising agency. And its goal is to establish a national brand identity through a campaign launching in the second half of the year.

The independent agency in San Francisco, tapped following a review, will support advertising efforts touting all GoTo products, such as GoToAssist, GoToMeeting, GoToMyPC, GoToTraining, GoToWebinar, Grasshopper and OpenVoice. All told, these systems host or facilitate more than 60 million meetings a year. Eleven's assignment includes media strategy and planning, as well as overseeing analytics and measurement.

"We wanted a partner with a thoughtful and strategic approach to our vision," said David Kirven, Citrix's vice president of global marketing, in a statement. "Eleven demonstrated a firm understanding of our business objectives, and we are eager to get to work."

Media spending was not disclosed. As part of Citrix, GoTo received almost no ad support over the past two years, according to Kantar Media.

GoTo's reboot as a publicly traded company, announced in November, is scheduled for completion in the second half of the year. With annual revenue estimated around $600 million, the resulting corporation will be led by CEO Chris Hylen, currently general manager of Citrix's mobility apps unit.

Eleven handles a mix of consumer and business assignments for clients including Apple, Oakley, Visa and BNY Mellon, among others. Recently, the shop won kudos for its innovative bus-shelter campaign on behalf of Virgin America. That work used Google Street View to take users "inside" the carrier's cabins before they bought tickets.