BlueTie Names Jay Advertising

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BlueTie, a provider of online business applications, named Jay Advertising Inc., Rochester, NY, to handle marketing communications.


Four agencies pitched for the BlueTie business, whose size was not disclosed. Connors Communications, New York, briefly handled public relations for the company.


Jay, part of New York's Interpublic Group of Companies Inc., is charged with advertising, direct marketing and public relations responsibilities.


A business-to-business firm founded in 1999, BlueTie, Rochester, offers a suite of applications, including e-mail, contact management, instant messaging, secure document transfer and calendaring. It targets small and midsize companies.


"They want us to really develop all the tools that can be used for end-users, but also resellers," said Gregory Smith, president of Jay, a 27-year-old agency. Jay counts Walt Disney Co., Xerox North America Retail Channels, HBO and General Motors Corp.'s Buick Motor division as clients.


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