Borland Taps Just Media,Harmonic Communications

Share this article:
Borland Software Corp. named Berkeley, CA, media planning and buying firm Just Media and marketing technology company Harmonic Communications to handle media for a $12 million brand advertising campaign.


The two vendors will be responsible for media planning, buying, measurement and optimization. They will track, measure and optimize direct response and mass media spending for this effort.


"The mandate from the client is to understand from a tracking perspective what advertising is going out the door and how does that correlate or tie to driving qualified leads," said Gina Bianchini, chief marketing officer of Harmonic, San Francisco.


Borland's campaign will run across print and outdoor media, e-mail and banners. Using the two vendors, the Scotts Valley, CA, software company will be able to determine in real time which media channels and creative are working and where best to invest marketing dollars.


Harmonic's Engine for Marketing 2.0 will use unique identification codes to track campaign and marketing variables across disparate media. Magazine ads will include special toll-free numbers and Web addresses for tracking purposes.


Other Harmonic clients include NEC, NetBank and Japanese ad agency Dentsu.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

The Mobile-Email Marriage

The Mobile-Email Marriage

Marketers who considered leaving email at the altar are finding renewed passion for the channel as an ever-increasing number of customers triage, read, and click-through email on their smartphones.

Harnessing Deep Industry Expertise to Capture New Markets

Harnessing Deep Industry Expertise to Capture New Markets

Darren Rodgers explains how he applies his deep healthcare expertise, and broad organizational experience, to marketing in an industry in the throes of historic transformation.

Fast Facts: October 2014

Fast Facts: October 2014

Some quick info hits to keep you up-to-date, including the percentage of emails opened on mobile devices.