Virtual Ink Dangles Mimio Before Candidates

Virtual Ink Corp. here is looking for an agency to help launch Mimio, which allows personal computers to capture and share material created on electronic whiteboards used in business presentations.
The 2-year-old company has hired consultancy Pile and Co. in Boston to oversee the search for its first agency of record. Ad spending will be in the $5-8 million range.
Agencies in New York, Boston, Chicago and the Washington, D.C.-Virginia area are being contacted. A list of contenders is expected in two weeks, said Virtual Ink president Greg McHale. A final decision will be made by the end of September.
Shops must have a mix of business-to-business and consumer expertise, as the client is looking to sell the product “to anyone who uses a whiteboard, not [necessarily] a CIO or senior manager,” McHale said.
The ability to appeal to consumers one-on-one is paramount. The client also wants to see “imaginative, funky ideas” from agencies, perhaps incorporating billboards and other visuals in high-traffic areas such as airports, McHale said.
A national branding push is set to begin around year’s end and will likely include TV, radio, print, direct and Web executions, he said.
With over 40 million electronic whiteboards in use–and 10,000 Mimios on order–the winning shop will be charged with helping sell the unit to as many potential users as possible, McHale said.
Mimio allows material written on whiteboards to be saved to PCs and shared with remote participants in real time over the Internet.