November 1998 Tech expertise wins TFA/Leo Burnett $4 million Younology account It was the TFA/Leo Burnett Group’s high-tech know how that won it a $4 million account with Younology, the New York provider of technology that allows companies to participate in "personalized value networks." The account for the 18-month old Silicon Alley-based company will include brand development, print and electronic advertising, and Web site reconfiguration. The "personalized value networks," which can exist on the Internet, intranets or extranets, match business or consumer customers to participating businesses’ products or services, according to the customer’s profile. "We were looking for an agency," says Leigh Golterman, senior VP-business development at Younology, "that had an understanding of our business and industry, with tremendous branding skills; who were affiliated with good Web site design or had the ability to do it on their own; and could give us the speed that we needed, because the tech industry changes daily." Those needs led Ms. Golterman to TFA/Leo Burnett, and agency that handles high-tech companies that sell business-to-business. "We know technology," says Jeffrey Winsper, president of TFA/Leo Burnett, Boston. "I think that when you deal with consumer based agencies, they don’t get technology, just like I can’t pretend to know retail." Ms. Golterman says she was impressed with the way Mr. Winsper, TFA/Leo Burnett Creative Director Mike Wilson and Director of Client Services Caroline Bishop worked together. "They understood where we’re positioned and where we need to go," Ms. Golterman says. "For everyone else, it was a very high learning curve. Also, we were very impressed with their other work. It was some of the best copy I’d seen to describe the complex processes." Other TFA/Leo Burnett clients include Motorola, Schaumburg, Ill, Compaq Computer Corp., Houston; and ADP Dealer Services, Hoffman Estates, Ill. - Mary E. Morrison Next Article Press Archive