WINKLER, HEWLETT CREATE TEAM: SOFTWARE TOOL HELPS MANAGE ADS AT MULTIPLE SHOPS

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San Francisco agency Winkler Advertising joined forces with client Hewlett-Packard Co. to develop a Web-based software tool that helps marketers manage advertising under development simultaneously at multiple communications companies.

Winkler is now marketing the new software-dubbed TEAM, for Technology Enabled Advertising & Marketing-to other companies at about $250,000 for initial installation and licensing and about half that for maintenance annually.

DECENTRALIZED STRUCTURE

Hewlett-Packard is known for its decentralization and multiplicity of marketing agencies. Winkler handles Hewlett's LaserJet Supplies & Consumables Division, and two other San Francisco agencies have major Hewlett accounts: Goodby, Silverstein & Partners has the printer account, while Saatchi & Saatchi Advertising does computer ads.

But even a comparatively small division like LaserJet Supplies has nine communications suppliers beyond Winkler.

The TEAM software reduces the amount of time spent faxing, copying, distributing and recopying information.

"Now it's all done electronically," said Daina Wyatt, brand manager for Hewlett's LaserJet division.

"It is one area where you can talk with people all over the world," she said. "You have access to all information at all times."

The client determines who sees what when. At the same time, it creates a "to do" list that's posted by e-mail to employees required to review, approve and comment on the project in process. Once the task is complete, those responsible for the next phase are notified via e-mail.

ELECTRONIC BLACKBOARD

Other features of the software include an electronic blackboard function for sharing ideas on work in progress during a conference call and a toolbox for branding guidelines, such as logos and trademarks.

"For the first time, [the client] can use a collection of best of breed agencies and be able to coordinate the work for one brand with one voice," said Agnieszka Winkler, president-CEO of the agency.

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