Agency Beat: Pan Snares PixelMedia PR Account

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Web design firm PixelMedia Inc. has named Pan Communications, Andover, MA, as its first public relations agency.


Three agencies were considered, including Bodi Griffin O'Neill, Manchester, NH, and Watson & Associates, Exeter, NH. Fees were not disclosed.


Founded in 1994, PixelMedia, Portsmouth, NH, offers open and scalable Web-enabled solutions. These include Web design and development, project management, application design and development, technical consulting, hosting, maintenance and support and strategic development. Clients include Teradyne, Britain's Logica, Cigna Corp. and Liberty Mutual.


"At this point, we're starting to get industry-focused and also get more regional and outside New England, so our goal is to really leverage their expertise in these markets rather than re-create that internally," said Erik Dodier, president/CEO of PixelMedia.


Pan, founded in 1995, counts Rand McNally, @d:tech, Edgewater Technologies, eRoom Technology and Kana Communications among its accounts. Revenue last year was $8.5 million.


The agency will pitch PixelMedia to marketing and technology media as well as national publications. Industries to be focused on include communications, software, healthcare and manufacturing.


"Pan's expertise is taking New England companies and leveraging their expertise in a vertical market where they have been playing and opening up other vertical markets," said Phil Nardone, president of Pan.


In Other News


· Callaway Golf Co., the Carlsbad, CA, maker of Big Bertha clubs, named TBWA/Chiat/Day, San Francisco, to its interactive and direct marketing account. The Omnicom Group Inc.-owned agency will work on callawaygolf.com for interactivity, personalization and direct marketing. Billings were not disclosed. Dailey & Associates, Los Angeles, provides Callaway's creative for offline media.


· MonitorsDirect, which sells Cornerstone and Hitachi computer monitors at discounted prices, appointed Inrhythm Marketing, San Francisco, to handle online marketing. Inrhythm's duties include strategy development and online media placement. Creative will be handled by another shop that soon will be named. The agency will target information technology managers at small and midsize businesses.


· GiftCertificates.com, Omaha, NE, a provider of gift certificates for consumers and businesses, tapped Barkley Evergreen & Partners Inc., Kansas City, MO, as its PR agency of record. The agency is to increase brand awareness. Barkley Evergreen will offer media relations, crisis communications, online PR, internal communications and cause marketing.


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