campaignlive.co.uk, Tuesday, 07 July 1998 12:00AM
- Saatchi & Saatchi San Francisco has won two new hi tech accounts worth a combined $11 million, having been appointed by General Magic and E-Loan.
General Magic, a developer of integrated voice and data applications, chose Saatchis following a competitive pitch against a number of unnamed agencies.
Saatchis has initially been briefed to launch Portico, General Magic's upcoming second generation virtual assistant, which is expected to be commercially available on July 30, 1998. The budget was not disclosed.
The launch campaign for Portico is scheduled to debut through a variety of media in the fourth quarter. The campaign is expected to appear first in targeted markets to support initial distribution, with a national campaign expected to roll out next year.
According to Julie Bauer, general manager of Saatchis, said: "Effective advertising comes from the union of good products and an intuitive understanding of the consumer perspective. Because we understand how consumers view the world, and the Portico service promises to deliver a meaningful user benefit, we have an excellent opportunity to develop a campaign that will instantly help consumers recognize and appreciate the Portico advantage."
Meaanwhile E-Loan, an Internet mortgage broker based in Palo Alto, is expected to spend an estimated $6 million through to the end of the year, with TV, print and outdoor ads. The first work is due to appear in September.
This article was first published on campaignlive.co.uk