Hoover taps Middleberg

AUSTIN: Hoover’s Online has named Middleberg + Associates as its agency of record, an account worth between dollars 300,000 and dollars 400,000 per year.

AUSTIN: Hoover’s Online has named Middleberg + Associates as its agency of record, an account worth between dollars 300,000 and dollars 400,000 per year.

AUSTIN: Hoover’s Online has named Middleberg + Associates as its

agency of record, an account worth between dollars 300,000 and dollars

400,000 per year.



While declining to identify the other agencies that pitched for the

business, Hoover’s Online VP of marketing William Cargill said, ’We

spoke with the local arms of all the big agencies, as well as the

mid-sized technology PR firms in the Austin area.’ Previously, the

company worked with Ogilvy, a relationship that lasted less than a

year.



’(Ogilvy’s) technology group is relatively new, and we felt their

expertise was better suited to large consumer brands, as opposed to

business technology brands,’ Cargill explained. However, Kathryn

Lancioni, a VP in Ogilvy’s hi-tech practice, countered that the bulk of

the 20 accounts handled by the firm’s NY office are business-to-business

companies.



M+A has been charged with providing PR support for a site enhancement

project and a positioning campaign. ’We were impressed with similar work

they did with Consumer Reports and Encyclopaedia Britannica,’ said

Cargill.



’We are positioning ourselves as more of a productivity tool.’



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in