Nexgenix plans $10 million b-to-b branding campaign

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Irvine, Calif.--Management consultant Nexgenix, Irvine, Calif., said Monday that it will spend $10 million on an advertising campaign touting its ability to build "360 degree relationships." Created and managed by Mezzina/Brown Inc., New York, the campaign calls potential clients to try its e-Relationship Quotient service, which uses more than 100 different tests to determine a company's e-commerce savvy. Advertising, scheduled to run through April, will appear in such publications as The Wall Street Journal, The New York Times, Forbes, Red Herring and Silicon Alley Reporter. In conjunction with the campaign, the 500-employee-strong Nexgenix said former Solectron Corp. marketing service manager Michael Donner has been named Nexgenix director of marketing and communications, a new post.
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