OAG Worldwide, a unit of publishing and information giant Reed Elsevier, named Townsend Agency, Rosemont, IL, as its agency of record, with a mandate to execute the company's branding and imaging campaigns through both direct and general media.
The agreement marks an expansion of Townsend's relationship with OAG, which makes travel information products for business travelers, travel agents and freight handlers.
Townsend's duties for OAG will be broadened to include branding campaigns that will use print advertisements and direct media. Though the work will include general advertising, all of Townsend's efforts for OAG will involve a direct aspect, said Jason Wadler, Townsend vice president and group account director. The firm specializes in using database marketing for brand-building.
“As an agency, our foundation is in direct work, so anything we look at initially is coming off a direct platform,” Wadler said. “Even if it's a so-called general advertising campaign, we want to make sure that there's some accountability, some measurement, some type of call to action that's in there.”
Wadler did not quote the size of the billings, but said OAG has told outside sources the account is worth a “couple million dollars.” Townsend forecasts its total 1998 billings at $33 million.
In April, Townsend won an agency assignment for the Pocket Flight Guide, OAG's flagship product, a comprehensive flight schedule paperback. Townsend develops in-flight advertisements, frequent flyer mailing inserts and e-commerce programs for OAG. The agency also assists OAG with acquisitions and searching out new markets for its travel products.