COMPANY EXPANDS MARKETS, HIRES FIRST AGENCY
By Adnews Staff
Atkins & Ellis of Toronto was given the North American PR account for Transcendent Corp. of Nevada. The agency will also handle media buying and offer strategic counsel. Transcendent hasn't decided yet how it will handle advertising, agency managing partner Kevin Ellis told Adnews yesterday. It hasn't hired an ad agency yet and it "is still deciding on the scale of its advertising." Atkins & Ellis won the business without a review, based on experience it has in the technology and environmental fields. Transcendent makes and markets environmental products under the Green Dolphin name. This is the first time Transcendent has used an agency. It decided to hire an agency now because it is now marketing its products to the residential, health care, industry and hospitality markets. In the past, Transcendent sold its products for the sterilization of buildings. The company hired a PR agency because "they realized that, along with advertising, PR is a part of reaching broad markets," Ellis said. "Key messages can be communicated through advertising and editorial coverage."