Open Market Moves Again, This Time to Benes

The revolving door at Open Market last week took another spin, with Benes Brand Imaging Group coming aboard for creative chores.
The hiring of Benes marks the second time in as many months that the Burlington, Mass., e-commerce software company has shifted creative resources on its $3-4 million account.
In December, Partners & Simons, Boston, won the account after a review that included Lexington, Mass.-based Benes. The incumbent, TFA/Leo Burnett Technology Group, Boston, did not participate [Adweek, Dec. 20, 1999].
That review was prompted by the appointment of a new corporate marketing director, Jay Fiore.
Open Market and Partners & Simons, however, were unable to see eye to eye on campaign strategies and the relationship quickly soured, sources said.
Partners & Simons official Gib Trub declined to discuss the reason for the split; client executives did not return calls.
Shortly after Partners & Simons came aboard, Fiore asked Benes to make a presentation and the account was re-assigned, said the shop’s strategic marketing director, Doug Landfield. The 20-person Benes agency works primarily with high-tech clients on business-to-business design, collateral and print ad projects. It recently won visual branding and annual report assignments for Netegrity, a Waltham, Mass., firm that provides software to build secure e-commerce portals.
The agency jumped at the chance to work with Open Market. “They are at the heart of the growth and excitement on the Web,” Landfield said.
Benes will break a new print campaign at the end of this quarter. Ads will likely include the current tagline, “The future of business.” Carat Freeman in Newton, Mass., continues to handle media buying.
Six-year-old Open Market’s financial transaction products are used by companies such as Sony and Fidelity Investments. The firm posted sales of $62 million for its last fiscal year, but its market share has dwindled of late.
Open Market last fall merged with Future Tense, an Acton, Mass., content management firm, to spark a resurgence. Partners & Simons quickly produced print ads trumpeting the deal.

Publish date: January 31, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT