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Software AG, maker of database-management and data-warehousing products, has tapped Think New Ideas as its lead agency.
The Walnut Creek, Calif.-based company–the U.S. division of the German software firm of the same name–hired Think without a review. In the fall of 1998, the account was moved in-house after being handled by Mullen, Wenham, Mass.
“They had approached us about a year and a half ago, but at the time we were working with [software competitor] Oracle, which would have posed a conflict,” said Larry Kopald, president and chief creative officer of Think’s Los Angeles office.
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