Sound Waves at M/C/C

Texans Get Vocal for InterVoice, Milltronics
DALLAS–Two area high-tech clients have added $2 million in annual billings to M/C/C here.
Richardson, Texas-based InterVoice and Milltronics of Arlington, Texas, hired the agency for full-service advertising and public relations assignments that will each launch in the first quarter.
InterVoice is a manufacturer of interactive vocal response systems utilized by various industries for call- automated services.
InterVoice states it has sold more than 10,000 systems in 50 countries, most notably its OneVoice service for banks and financial institutions. M/C/C president Michael Crawford said the client needs to re-brand itself since it now offers different product lines, including those for the telecommunicators.
Crawford said his shop’s initial focus will be research, followed by a direct and trade advertising campaign in March. M/C/C will aim the work at specific target markets already identified by InterVoice, which had $98 million in sales for the first nine months of its fiscal 1998.
InterVoice had previously worked with former Dallas ad agency Meyer & Johnson.
Milltronics, a subsidiary of its Canadian parent organization Milltronics Ltd. in Peterborough, Ontario, selected M/C/C without a review to market its sound- and motion-based testing equipment used for measuring volume flow and levels of liquids and bulk solids.
With work slated to begin in January, Crawford said M/C/C will create broader image work that varies from the client’s previous product-oriented trade advertising produced by another undisclosed agency. Targets include municipal and utility authorities in both North and South America which require the client’s specialized equipment.
Annual product sales for Milltronics through September 1998 were $91 million (Canadian).