Avnet Global Names Off Madison Ave
Thirteen agencies pitched for the $1.7 million account in the first round. Five reached the finals, including Esser Group and incumbents Park Advertising Agency and Radar, Los Angeles.
"I think the primary challenge is to expand from purely distribution into more comprehensive services," said Roger Hurni, partner and creative director of Off Madison Ave. "With our services, we want to move Avnet in that direction to ensure a viable future."
Based in Phoenix, the 50-year-old Avnet Inc. claims to be the largest technology supply chain of products and services worldwide. It garnered revenue of $10 billion last year through its electronic marketing, computer marketing and applied computing units.
Off Madison Ave, an agency with billings of $15 million, is to create marketing that engenders brand continuity for the electronic marketing arm.
"We will develop creative products and strategic communications programs to generate brand and service unification and awareness for Avnet Electronics Marketing," said David Anderson, managing partner of Off Madison Ave.
The 4-year-old shop will offer strategic planning, research, marketing communications and print and direct creative.
"As with any integrated marketing plan, both direct response and interactive services will play significant roles," said John Willie, director of global marketing communications at Avnet Electronics Marketing. "Direct response will be utilized to send specific messages to very targeted audiences."