Dahlin Smith White Inc. has received a $2.2 million account from Aldus Corp., a Seattle-based computer firm that specializes in software used for publishing with personal computers.
As a tradeoff for the account, however, DSW has to resign from representing WordPerfect Corp. of Orem. WordPerfect, which sells the top word processing program for personal computers, has been adding desk-top publishing features to its product, which Aldus viewed as a conflict.While WordPerfect has been a big client, with an estimated annual advertising budget of $3 million, the new Aldus account will generate more revenue, said DSW co-founder and senior vice president Darrell Smith.
Smith said that Aldus, unlike WordPerfect, will be a full service client requiring assistance in marketing and communication strategies. "Aldus is also leading a faster-growing segment of the (software) industry. Anyway you look at it we come out ahead."
"From our standpoint, it's a very important victory," Smith said. "We competed with some big-name agencies in a high-profile review for a high-profile account, and successfully brought a multi-million dollar piece of business into Utah in the process."
Founded in 1986, DSW is a full-service advertising agency specializing in high-tech and business-to-business clients. The agency has clients throughout the West and posted capitalized billings of $23.3 million last year.