RealTime IT News

Execs and Accounts for March 3, 2003

Utah-based integrated marketing firm boede&partners has launched a global, integrated marketing campaign for Mercator Software.

Boede&partners was hired in October 2002 to help Mercator launch its new brand and product suite. The agency's first efforts included an internal evangelist program for Mercator staff, a year-long e-mail demand generation campaign, a new Mercator Web site, and a vertical print campaign. The integrated campaign will be extended globally later this year.

"We're ready to raise the level of Mercator's marketing to provide clear differentiation in a crowded marketplace," said Michael Collins, senior VP and chief marketing officer of Mercator. "The new global campaign boede&partners has developed will position our company's unique ability to quickly solve major integration challenges."

Viewpoint Corporation will license its interactive graphics software to Samsung Electronics America. The agreement will allow the electronics company to deploy Viewpoint enabled content across all its online initiatives.

Currently, Samsung is showcasing its new line of home appliances using Viewpoint technology, and is working on plans to deploy additional content over its vast network of affiliate websites.

"Successful online programs have greatly contributed to Samsung's leadership position in the electronics industry," said Greg Porpora, Webmaster for Samsung Electronics America. "Viewpoint's technology supports our mission to be the preeminent interactive marketer on the Web."

Sonic Branding Solutions, a new online branding and customer loyalty firm, has debuted its services. The company's suite of applications lets advertisers extend brand recognition, foster customer loyalty and gather CRM data via the Web.

In many instances, Sonic Branding will incorporate a company's brand with sound, video and advergames, enlarging the palette of tools advertisers can use to reach customers. Certain applications encourage consumers to spend more time interacting with its client's ads by letting them create custom audio and video mixes within a branded environment. Web users can then share their custom mixes with friends using "Send2Phone," one of the company's wireless telephony applications.

"Sound, video and interactivity are powerful advertising tools, yet they are underutilized on the Web," said David Danon, CEO of Sonic Branding Solutions. "By incorporating the multimedia capabilities of our products, companies can extend their offline advertising campaigns with interactive experiences. This builds brand awareness, increases ad stickiness and generates higher response rates than traditional forms of online advertising."

Borland Software has tapped media planning agency Just Media and Harmonic Communications, a marketing optimization firm, to provide an integrated media optimization solution for its new $12 million brand advertising campaign.

The joint solution is designed to help Borland determine which media channels and creative variables are working, which aren't, and where best to allocate ongoing marketing spending for optimal results.

Hachette Filipacchi Media, publisher of Car and Driver and Road & Track magazines, has tapped online automotive marketer Jumpstart Digital Marketing to be the exclusive rep firm for local auto dealer ad sales for the magazines online counterparts.

"Succeeding in the local dealer ad market takes the kind of insider knowledge and relationships within the auto retail business that only Jumpstart can provide," said Zvia Herrmann, VP of Hachette Filipacchi's automotive network. "Their local sales operation is turnkey."

For more breaking news on account action and executive moves, visit ChannelSeven.com.