Document service provider Lanier Worldwide named Gigante Vaz Partners Inc., New York, as its advertising agency of record after the conclusion of a targeted healthcare marketing campaign in December.
The agency is responsible for developing a branding strategy to reintroduce Atlanta-based Lanier to the market after its merger last year with Ricoh Corp. The effort will position Lanier as a leading document management solutions partner for marketers. Lanier will handle its own direct marketing campaign concurrent with general advertising.
“The objective of the direct mail pieces will be to emphasize the recent ranking and acknowledgment from J. D. Power and Associates,” said Chris Frigo, marketing communications manager at Lanier.
She said customers surveyed through the J. D. Power study ranked 68-year-old Lanier as the No. 1 black and white copier and multifunction product in customer satisfaction among users.
“The specific targets of the direct mailings have not been finalized, but our customers and certain prospects will receive them with special offers,” Frigo said.
Gigante Vaz also has clients like Time Out New York magazine, Standard & Poor's, Food & Wines from France, Ricoh and Crillon Importers.