UTC Taps Doremus To Inspire Investors

United Technologies Corp. will ask Doremus to raise investor interest in the company via an estimated $4 million print campaign. The client, better known to the public through its products, was negotiating a contract with the New York agency after selecting it over two co-finalists in a review, a client representative said.

Doremus was chosen based on its strong relationship with the financial community, company representative Paul Jackson said. The business-to-business shop has worked with clients that include Goldman Sachs and Deutsche Financial Services.

“We want to build a campaign around our track record and our ability to increase shareholder return,” Jackson said.

Nearly 80 percent of the Hartford, Conn.-based company is institutionally held, said Jackson. The campaign must therefore speak to portfolio managers, he said.

Doremus was selected following a five-month review in which finalists Mullen, Wenham, Mass., and Minneapolis shop Martin/Williams also took part. The client had said it sought a U.S. agency to make its overall brand name as well known as its subsidiaries, while not overshadowing diverse units like Carrier (air-conditioning and heating systems), Sikorsky (helicopters), Pratt & Whitney (jet engines) and Otis (elevators).

Some of the units retain their own shops. For example, Mintz & Hoke in Avon, Conn., handles Sikorsky and Pratt & Whitney.

Euro RSCG Wnek Gosper, London, created the company’s previous ads, tagged, “Next things first.”

Doremus officials declined comment.