Web Service Integrates Brand Campaigns

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TeamToolz Inc. introduced this week a browser-based service to integrate all aspects of marketing and advertising communications, from conception to completion of the campaign.

Clients include 3Com, Lot21, Unicast Communications and HelloBrain.

"It's a single point of aggregation and distribution on the Web for marketing data and content," said Scott Collison, vice president of marketing at TeamToolz, San Francisco. "What's the bottom line? It gets them to market faster and they have a more integrated brand."

The aspects of communications that the system tracks include advertising, public relations, event marketing, direct mail, collateral, package design and trade shows.

The company said that since it is a Web-based service, clients do not have to buy and maintain special software nor modify their IT structure. Instead, the TeamToolz is offered as a monthly service costing $75 a month per user, with a minimum six-month contract requirement. Collison expects to have 30 to 300 users at each customer. Training will cost extra -- 100 people for $3,000.

The benefit of the TeamToolz offering, he said, is the ability to monitor the progress of the campaign online, through a password-protected section of the TeamToolz site. An agency can send its creative or art, for example, and the brand manager at the client can see the work, sign off on it by checking an approval box, forward it to someone else via e-mail or recommend changes.

"This is really the heart and soul of the client-agency relationship -- making sure that the approval cycle is very easy to do," Collison said.

The executive also can see if colleagues respond to their phases of the campaign.

"You know who's responsible for what, exactly where it is in the process and you can also get to market more quickly," Collison said.

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