Internet consultancy Immersant, a wholly owned arm of financial printer and information management firm Bowne & Co., has named the Boise, ID, office of Publicis in the West as its first agency of record to establish a trendy identity separate from its older, more traditional parent.
Three agencies pitched for the account, whose budget was not disclosed. Primarily a business-to-business, high-tech agency, Publicis won the account due to its customer relationship management tools and its online and offline direct-response experience.
“We're asking the agency to do two things: to help generate awareness for Immersant, as well as to help achieve sales revenue goals,” said Tom Silver, vice president of marketing at Immersant, New York.
Previously known as Bowne Internet Solutions, Immersant offers online consultancy and development services for the financial services and insurance markets, plus emerging businesses. Its offerings include strategy, usability studies, technology, implementation and systems integration for company intranets and Web sites.
Publicis Boise, which counts Hewlett-Packard Co., Enron Broadband Services and Biomark among its interactive clients, is charged with projecting Immersant as an “exciting Internet consultant and developer,” according to Michael Clayville, principal and director of client services at Publicis Boise.
The campaign includes direct mail, text and HTML e-mail newsletters, print and banner ads, newsletter sponsorships and opt-in e-mails.
“What we're trying to do specifically is, as opposed to having people develop an image around Bowne — which is a very traditional, established, old methodology company — we're positioning Immersant as a leading-edge, new-technology player,” Clayville said.
