[C3.] Boutique Agencies Win Big Clients Marketers like Mars and Coca-Cola are bypassing big-name agencies to award assignments to smaller, presumably nimbler, independent shops that specialize in nontraditional ideas.
His departure came after Revlon awarded assignments for some brands to two outside agencies, Kirshenbaum Bond & Partners and Lespata/DeCaro, both in New York.
The best ideas count, and even for large companies it's "in" to award assignments to less well-known creative thinkers (designers, etc).. Following a downturn in sales in recent years, this has now led the established agencies to adopt new business models.
(In February 1969, Hershey awarded the assignment to Ogilvy & Mather).
Bissell Homecare, Grand Rapids, Mich., awarded an assignment for a new product introduction to Barrie D'Rozario Murphy, Minneapolis.
DDB New York was awarded the assignment for three years plus three one-year optional renewals.
Harrah's Entertainment, Las Vegas, consolidated its media buying account, which had been divided among three agencies, and awarded the assignment to Horizon Media, New York.
BBDO Chicago was awarded the assignment after a review that also included Leo Burnett in Chicago, part of the Publicis Groupe, which handles Altoids, another brand Wrigley recently acquired from Kraft.
Heineken named Red Brick Road as its lead worldwide creative agency for the Heineken brand, replacing Strawberry Frog in Amsterdam, which was awarded the assignment last August.
Earlier this year, Deutsch was awarded the assignment for a DirecTV programming package called the "NFL Sunday Ticket," with billings estimated at more than $10 million.
Before a formal review could start, Lowe withdrew from consideration and Gillette awarded the assignment to BBDO, which has worked for Gillette since 1966.
