NetIQ tapped JUMBOshrimp as agency of record for its systems and security management division. The marketing assignment includes online, print and specialized outdoor placements, but doesn’t include work for Web analytics unit WebTrends. That division handles all advertising in-house.
San Francisco-based JUMBOshrimp was one of four finalists chosen from a roster of 15 agencies who received RFPs from the software company. NetIQ needed its agency of record to re-brand its security and systems management products and launch an “aggressive security awareness campaign.” There was no incumbent on the account.
“The selection of JUMBOshrimp came down to their core competencies,” said Dania Buchanan, senior director of marketing communications for NetIQ. “They have a strong heritage in technology branding with a lot of global 500 accounts. They have very strong security experience.”
The agency is run by former partners of Leo Burnett’s Bay Area offices.
NetIQ is in a quiet period in advance of an earnings announcement, and would not comment on the size of its ad spend. Buchanan said the company’s investment in online advertising was up marginally over last year.
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