BtoB

Small Agencies— Runner-up: PJA Advertising+ Marketing

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Location: Cambridge, Mass.
URL: www.agencypja.com
Key executive: Mike O'Toole, exec VP-partner
2006 revenue: $7.5 million
2006 b-to-b revenue: $7.3 million
Key clients: Boston Scientific, IBM Corp., Invitrogen, Novell, SAVVIS
Major 2006 campaigns: Boston Scientific, "We Can and We Will," global communications campaign; Novell, "Your Linux Is Ready" brand awareness campaign and campaign to promote co-marketing partnership with Microsoft; Invitrogen, "Less.More" print campaign
Comments: B-to-b makes up 96% of total business; grew revenue by 31%; added new clients Bacou-Dalloz, Gene Logic, SAVVIS, TriZetto Group and TAC; won an ACE Award for Novell campaign.

For the first time in its history, PJA Advertising+Marketing spent more on media buys online in 2006 than any other medium. In fact, 2006 marked the year those total buys tipped past 50% of its media buying, increasing to between 55% and 60%, said Mike O'Toole, exec VP-partner at PJA.

Other highlights in PJA's year included a 31% increase in revenue, from $5.75 million to $7.52 million; important global client wins, including Gene Logic, SAVVIS, TAC and TriZetto Group; and an end-of-the-year coup in winning the Novell Inc. and Microsoft Corp. joint account to market Linux.

"Some of the Web 2.0 changes have helped democratize the 30-second spot," O'Toole said. "Clients who spend $5 million to $10 million in media could never afford that kind of :30 spot-heavy advertising budget that much bigger spenders do. But now they're able to do some of that."

A campaign to launch Novell's next-generation Linux platform, for instance, featured what PJA called "broadcast for the small screen," or online videos, along with social and viral media including a Google Earth interface called a "frapper" (a combination guestbook and hit counter on a map) that garnered 3,700 registrations. Although the marketing campaign is ongoing, the initial phase netted 1 million product downloads, 1.5 million home page views and 26,000 product demo views.

O'Toole is quick to point out, however, that emerging media still remain just part of PJA's media mix for its clients. "It's not a substitute for traditional media at all; it's actually an extension of those," he said.

The effort for Boston Scientific's acquisition of Guidant was more traditional b-to-b work in that the international campaign—branded "We can and we will"—included advertising in six global newspapers and trade journals, as well as employee brochures and giveaways and design support for sales and marketing presentations. New media found its way into the effort via a two-minute video shown worldwide on airport dioramas on the first day of the merged "new Boston Scientific." —B.S.B.

  Large Agencies Midsize Agencies Small Agencies Interactive Agencies
Winner McCann Erickson HSR Business to Business Mobium Group Modem Media
Runner-up Ogilvy North America Doremus PJA Advertising+Marketing OTOi
Honorable Mention BBDO New York Slack Barshinger Stein Rogan+Partners Digitas
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