JETFORM HIRES FIRST AGENCY
By Adnews Staff
Ottawa-based JetForm Corp. has hired its first agency. Hewson Bridge and Smith Ltd. of Ottawa recently won the business after a four-month competition with three other Ottawa agencies: MediaPlus, McMillan & Associates and Souris & Petitti. Originally, there were 15 agencies on the list. In addition to formal pitches, HBS vied for the account using bus shelter ads posted outside JetForm's headquarters, cakes decorated with thought bubbles, toothbrushes in JefForm's corporate colors and message-bearing footballs delivered to JetForm's user conference. "At this point in our development, we knew it was time to secure a full-service advertising firm to support our global marketing and PR efforts," marketing communications director Robert Lendvai says in a release. "HBS has more than demonstrated its ability to develop creative, strategic and innovative advertising and marketing campaigns for other world-class software companies." In an earlier interview with Adnews, Lendvai said JetForm wanted to hire an agency because it plans to increase its investment in advertising and needed help with the company's strategic direction. Until now, advertising for JetForm was handled in-house. JetForm develops electronic forms for automation and enterprise workflow.