Mintax Gives Account to Jerry Roache Direct

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Financial incentive firm Mintax Inc. has named Jerry Roache Direct, Little Silver, NJ, as its agency for repositioning its marketing and updating corporate identification.

Mintax previously handled marketing inhouse. The number of agencies pitching for the business, or the size of the account was not disclosed.

"They've been using a lot of shotgun-style advertising. They need to do more rifle-style advertising," said Jerry Roache, CEO of Jerry Roache Direct. "Their market is clearly defined and their decision makers defined."

Launched 22 years ago, Mintax boasts professionals in economic development, law, business management and tax specialties. The East Brunswick, NJ, firm advises domestic and international clients on strategies to make effective use of the myriad government incentive programs.

Jerry Roache Direct has been charged with creating dimensional mail, e-mail and revamping the Web site.

The agency will also undertake print advertising, "moving from general to specific and put a direct response spin to it, something which no one in their category is doing," Roache said.

Mintax joins a roster of Jerry Roache Direct clients that includes Best Friends Pet Resorts and Salons, Walt Disney Co., America Online Inc., BJ's Wholesale Club and Columbia House Co.

With Mintax, the agency is gearing to take on the Big 5 accounting firms including Pricewaterhouse Coopers, Andersen and Accenture. But these giants are not strong in Mintax's core business area, identifying, evaluating and implementing incentives offered by states to lure investments or to encourage hiring employees off welfare.

"Rules change month to month and no one can keep track," Roache said, adding that this is where Mintax offers value.

Mintax targets small firms and Fortune 1,000 companies. The campaign breaks next month. But the agency is aware that it has a tough assignment.

"The biggest hurdle is, we have to convince the marketplace that they need Mintax's specialized services in addition to the accounting services from the Big 5 firms or whoever their auditors are," Roache said.

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