High Tech Case Study


Simplex had three very clearly defined objectives: to create a new brand identity for the company, help prepare Simplex for their IPO, and develop the marketing plan and launch plan for a new proprietary technology that would change the fundamental method for design of chips in the semiconductor industry.

To accomplish this work, US Marketing Services created and led a partnership among key Simplex executive team members, US Marketing Services, The Ideas Group (creative partners whom USMS brought to the project), and MCA Public Relations (Simplex’s PR firm).

We used research, strategic thinking, experience, and analysis to develop key messaging, positioning, and the launch and IPO plans. We teamed up with the company and developed the updated corporate strategy, positioning and branding strategy, naming, identity elements, marketing communications and advertising programs, speeches, websites launch, events, corporate brochures, and public relations.


We positioned Simplex as an innovator and leader in the industry. We created an industry consortium around the new chip design technology which attracted nine leading semiconductor industry companies initially and grew that to 30 member companies within one year.

The new launch was extremely successful, as was Simplex’s IPO (tripling price in 30 days, one of the top ten IPOs in 2001 and sales and revenue was up by more than 110%). Simplex was acquired by Cadence.