Miller/Huber Relationship Marketing, San Francisco, was selected as agency of record by BMC Software Inc., a network computer software giant based in Houston.
In February, Miller/Huber will target high-level executives who oversee technology decisions at banks, industrial manufacturers, airlines and other large enterprises. Billings were not disclosed.
“The universe of people that we're looking at ranges from between 15 to 30 thousand,” said Miller/Huber Management Supervisor Andrew Wait. “It's a very, very specific audience.”
A middle tier of between 50,000 and 100,000 people that includes less-senior executives and decision-makers at smaller firms, will also be targeted by the campaign, which will implement both Internet and mail elements.
BMC, whose worldwide sales exceeded the $1 billion mark this year, specializes in application assurance software, or applications that monitor and run diagnostics on the huge computer networks within large corporations. The company's prominent customers come from fields as diverse as banks, large-scale manufacturers, airlines and shipping companies. BMC's technology watches over software running ATMs, accounting departments, reservation systems and other backbone networks.
“The overall objective is to make sure that availability — meaning the amount of time that an application is up — is as much as possible,” Wait said.