By Katy Eckmann
ATLANTA–Adworks in Washing-ton, D.C., expanded its client roster with three new accounts, including a newcomer in the used car superstore category. Combined billings are estimated at $3 million.
Joining Adworks are Car Corporation of America, based in Bethesda, Md.; Friends of the National Zoo, Washington; and The Baltimore Opera Co.
Founded a year ago, CCA conducted a review of some 15 Washington-area agencies, according to its president, Jack Sayer. That list was cut to four shops. Sayer declined to name the other finalists.
Adworks was the only one that did not present spec creative.
‘We did a strategic presentation,’ said Adworks partner and creative director Mark Greenspun. ‘They liked our thinking and gave us the business.’
Sayer concurred, saying that Adworks’ retail experience and creative work for others contributed to CCA’s decision.
Neither agency nor client would specify CCA’s ad budget–‘over $1 million’ is all Sayer would divulge–or the upstart’s marketing strategy. Greenspun said CCA, AutoNation and Car Max will begin operations in the area within 100 days of each other. CCA is scheduled to open its first location in Rockland, Md., in June, with plans for six more along the East Coast by the end of 1998.
Adworks added the Friends of the National Zoo, formerly at crosstown agency Goldberg.Marchesano.Part-ners, and The Baltimore Opera Co. The two accounts exemplify Ad-works’ attempt to form a unit devoted to cause-related marketing.
Adworks currently bills $102 million, according to the agency.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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