Touting Financial Software, Blood Banks and More

Abovo Marketing Group has landed four new accounts totaling $10 million in billings.

New clients at the Atlanta agency are Global Wireless Data, a distributor of wireless communications products; Serologicals Corp., which provides biological equipment to life science companies; SPAN2, an insurance software provider; and WebTone Technologies, a financial software supplier. All of the companies are located in Atlanta.

“These are all people who know an ad campaign does not make a brand,” said AMG chief executive officer Karen See. “Product, service and consistency make a brand.Our job is to tell people about it.”

None of the assignments involved competitive reviews.

“They all looked at other firms, but there weren’t formal pitches,” said See. “We talked about challenges, and showed work that pertained to what they are trying to accomplish.”

See said that most of AMG’s business comes from referrals, “people we’ve worked with in the past and even former employees.”

See credits AMG’s success to its specialization in b-to-b tech clients.

“Eighty percent of our staff comes from technology and corporate marketing backgrounds,” she said.

The campaign for Global Wireless Data will break in the third quarter. It will include logo and Web site design, collateral and print in trade publications such as Wireless Week and PC World.

For WebTone, the challenges involve branding the company’s software applications. Work breaks in May and includes collateral as well as print in American Banker and Financial Services Manager.

“We think technology is sexy,” said See. “Technology companies aren’t robots talking to buildings, but people creating tools that help other people.”

Assignments for SPAN2 involve branding, collateral, Web site design, public relations and print in trade periodicals like Independent Agent and Insurance & Technology.

Work for Serologicals includes collateral, Web site design and co-marketing programs in conjunction with the client’s blood banks.