Navision Canada, a provider of enterprise business services for midsize businesses, has tapped Lowe RMP, Toronto, as its direct marketing agency of record.
The agency's experience with hi-tech accounts helped bag the account. An estimated three to five agencies pitched for the business.
“Our mandate is to acquire prospects in the midmarket, $10 million to $250 million,” said Peter Coish, president of Lowe RMP.
A Danish company, Navision claims 127,000 customers worldwide that use its ERP software. Its software competes with Microsoft Corp.-owned Great Plains Software.
Lowe RMP will serve its Canadian office in Richmond Hill, Ontario. The agency will offer services like direct mail, outbound e-mail, print advertising and inserts.
The campaign kicks off at the end of October.
“We'll likely be leveraging the corporate advertising that's been developed out of Denmark by Young & Rubicam, Copenhagen,” Coish said.
Launched in 1998, Lowe RMP is a joint venture of New York-based Interpublic Group of Cos.' Lowe Group and Roche Macaulay & Partners. It has clients like Merrill Lynch HSBC, Adecco, The Co-Operators, HB Group Insurance, the Sony Store, Toronto Zoo and the Daily Bread Food Bank.
Lowe RMP recorded billings of $12 million last year.
Coish said the agency would strive to get across Navision's message in an environment where technology budgets have come under tight scrutiny.
“As is the usual case these days in business-to-business, the challenge was to get past the gatekeeper,” Coish said. “Now, it is getting the attention of the target. There's been a flood of BTB communications in the last few years.
“The other challenge, in this economy, is we need to make a strong and urgent case for Navision's product,” he said. “We need to make it quickly and clearly and show them that they can save money by investing in this ERP technology. It's going to be an ROI message.”