SOFTWARE FIRM HIRES AGENCIES
By Adnews Staff
InContext Systems of Toronto is using agencies to handle its advertising for the first time. The software company is launching a campaign next year to promote its products, created by Big Black Hat of Toronto The marketing push will using print advertising, the World Wide Web and CD-ROMs. Advertising is being placed by Hilary Thom Media of Toronto. Big Black Hat was hired earlier this month. The agency won the creative assignment in a competition with eight other agencies. It was chosen because it did extensive research on the company and was able to develop a plan for 1996 that will get the company's message across, marketing director Paul Engels told Adnews last week. Hilary Thom won the media portion last week in a competition with one other agency because it "showed in-house expertise in new media advertising," said Engels. He said 20% to 30% of gross revenue would be spent on advertising. InContext was with Toronto-based United Business Communications, but the software maker decided to hold a review because it wanted an agency with experience in new media. InContext software is used by major corporations and institutions such as the Canadian Department of National Defence and the U.S. Air Force.