For Brueckner, Todd, Marketing Is Relative

A pair of creative directors with experience in the New England advertising industry have joined forces in Relativity Inc., a startup that provides both interactive marketing and traditional campaigns. The Concord, Mass., company is helmed by president Rob Brueckner, also its chief copywriter, and design director Steve Todd.
Brueckner was executive vice president and creative director of Duval Woglom Brueckner & Partners. He spent about six years at the Boston shop, leaving in May 1996 after its acquisition by Kelley Habib John.
Todd has served as associate creative director at the Communicators Group in Brattleboro, Vt., and creative director of Blazing Graphics in Cranston, R.I. Most recently, he spent three years as creative director of PixelDance, a multimedia marketing firm in Watertown, Mass.
Brueckner and Todd began working together about a year ago, when Brueckner was working as a freelancer. Relativity was formed a few months ago and employs about six staffers, Todd said.
The fledgling company hopes to carve a niche for itself as part ad agency, part multimedia specialist and part marketing consultancy, Todd said. Relativity seeks to integrate its clients’ sales messages across a variety of media, including CD-ROMs, Web sites and print ads, Todd said.
Its clients include the online division of Nasdaq, for which the agency has handled multimedia projects, collateral materials and print ads. One execution reads, “Now that you’ve learned how to invest your money, see how profitably you can spend your time.” A print campaign for Wincap Software, a maker of business management applications, uses striking visuals, including a ’50s family wearing gas masks as they walk across an ultramodern urban expanse. The tagline: “Rewrite history.”
Offered Brueckner, “It all has to be interactive, even the print. Interactivity is all about finding what turns people on . . . It’s classic stimulus and response. Good marketing has always been interactive; technology merely automates the process.”

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: February 23, 1998 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT