3 Vie To Secure Slomin’s

Three New York shops have emerged in hopes of snatching creative and media planning duties on Slomin’s estimated $15 million ad account, sources said.
Publicis, The Lord Group and Partners & Shevack have been identified as competing for the Hicksville, N.Y.-based home security company’s advertising business. The winner will develop a direct response campaign that involves TV, print and radio work.
Sources said Gotham in New York had preliminary meetings with the client seven or eight weeks ago, but backed out for undisclosed reasons before making a creative presentation. Speculative assignments from all contending shops were due back to the client this month. Slomin’s executives did not return calls by press time.
The client will part ways with three-year incumbent Lois/EJL in New York when the shop’s contract expires in July. The agency and Slomin’s could not agree to new financial terms [Adweek, May 18]. Teletime in Jericho, N.Y., will continue to buy media.
Slomin’s competes in the $10 billion home security industry against firms such as ADT. The client differentiates itself by offering its alarm system for free. Consumers pay for the monitoring service. The Slomin’s Shield product is available in the New York, Baltimore and Philadelphia areas.
Lois/EJL’s current TV and print work for Slomin’s features Alarmo, a faux superhero who catches burglars and tells children of the system’s virtues. The tagline is: “Alarmo lives to protect your home and family. Call 1-800-Alarm-Me now.”
–with Justin Dini