A TECHNOLOGY WINDFALL: Greenberg Seronick Lands Riso And Optika

Greenberg Seronick O’Leary & Partners here has added a pair of high-tech, business-to-business clients: Riso and Optika.
There was no incumbent on either account, according to agency president and chief executive officer Terry O’Leary. Jim Auer, the shop’s senior vice president and account group director, will run both accounts, O’Leary said. Billings were not disclosed.
Riso, a Japanese-based company with U.S. headquarters in Danvers, Mass., makes and markets digital duplicating technologies for the printing industry. Its primary product, the Risograph system, is used in offices as well as commercial printing operations.
In addition to handling media planning and buying chores, Greenberg Seronick will create print and broadcast advertising and a direct marketing program slated to break later this year.
The agency also was awarded creative chores for Optika in Colorado Springs, Colo., after an informal review of New England agencies. The developer and marketer of extranet software products recently introduced Optika eMedia, which lets companies conduct business transactions with suppliers on the Internet.
To promote Optika’s latest offering, Greenberg Seronick will create a print and direct marketing campaign. Carat Freeman in Newton, Mass., will handle media chores.
Greenberg Seronick’s “five-year plan calls for expansion in the areas of technology, health services, financial and telecommunications,” said O’Leary. “Those are natural growth areas for New England agencies.”