UPromise taps Hill, Holliday for direct

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Loyalty-based college savings network UPromise, Brookline, Mass., awarded the multimillion-dollar direct marketing portion of its $30 million account to Hill, Holliday, Boston, after a review of several undisclosed agencies. The direct launch will include direct mail, e-mail and other interactive communications with UPromise members, and will roll out in the first half of next year to coincide with the company's mass-media campaign from McCann-Erickson World-wide, New York. The direct push will focus on customer acquisition and retention. UPromise, founded by former Digitas pioneer Michael Bronner in January and scheduled to be available to consumers in the first quarter of 2001, works with corporate sponsors to reward consumers by setting aside a portion of their spending in tax-advantaged college-savings funds managed by leading financial institutions.

Copyright October 2000, Crain Communications Inc.

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