RAPP WINS ADOBE: AGENCY HANDLES SOFTWARE FIRM'S DIRECT EFFORTS ON GLOBAL SCALE

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Adobe systems, seeking a more coordinated approach worldwide to direct marketing, has hired Rapp Collins Worldwide, Dallas.

The PC software marketer tapped Rapp Collins as its direct response marketing and database management agency of record for North America, Europe and the Pacific Rim. No budgets have been determined yet, but the account win is clearly significant.

"Everyone talks about global accounts, but this one is the real deal," said Stephen Judge, managing director of Rapp Collins. "[It encompasses] strategies, creative, production and execution."

Adobe previously handled direct work in-house, supplemented by small boutique shops.

COORDINATION IS GOAL

"They wanted to centrally coordinate their direct marketing effort on a global basis . . . The primary areas of interest outside of the U.S. were Europe, Japan and Australia," Mr. Judge said.

In its pitch, Omnicom Group-owned Rapp Collins used colleagues and affiliates including offices in Japan and Scotland.

Dallas will be in charge of developing and coordinating strategies and creative concepts, working closely with Scotland, Japan and Australia, with each of those offices responsible for local campaign executions. Dallas will handle U.S. production and execution.

"Hiring this global direct firm reflects the increasingly global nature of business technology in which customers, by way of the Internet, instantly know any development going on with Adobe," said one industry source. "By hiring a single direct agency, Adobe can try for the consistency and integrated direct communication that it already has in its traditional advertising."

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