PlaceWare Storms In With GMO

Web Conferencer Bows Ads at Right Time
LOS ANGELES–The surprise snowstorm that hampered travel in the East last week couldn’t have come at a better time for Web conferencing company PlaceWare.
The Mountain View, Calif., firm had just broken an estimated $6 million campaign touting its Web conferencing for e-services. The branding effort, via Goldberg Moser O’Neill, positions the Internet company’s business-to-business services as a way to hold meetings without the inconvenience of travel.
The first ad has an illustration of airplanes flying into a trash can. Copy reads, “There’s an entirely new way to hold meetings. … All you need is a Web browser and a phone.”
The “Planes” ad and two others are tagged, “Web conferencing is here.” Family photos appear along the bottom.
“When business people travel, they miss their families the most,” said Rob Bagot, group creative director. “So in the ads, we try to keep it warm with a lot of humanity and a sense of humor.”
The San Francisco agency won the account in September. Ads are running in business magazines and The Wall Street Journal. K