Arnold Ingalls Wins $20 Mil. Games.com Account

Games.com, a Web site devoted to selling and promoting games, has tapped Arnold Ingalls Moranville to create its first national advertising campaign. Billings are estimated at $20 million.
The San Francisco agency was selected after a review that included Saatchi & Saatchi, San Francisco, and DDB, Los Angeles, according to sources. There was no incumbent.
It’s the first account win at the agency for president Penny Baldwin, former senior vice president and group account manager at McCann-Erickson, San Francisco. Baldwin replaced former Arnold Ingalls president Ed Dilworth, who left to start his own Web company.
“This is our first big win as a management team,” Baldwin said, adding that creative and managing directors Rob Ingalls and David Moranville helped snag the business. “I think it’s a good reflection of what the three of us have done in short order.”
The shop’s campaign will involve TV, print and online advertising.
“[Games.com] said we made the thinking easy for them because we delivered it all–strategy, creative and media,” Baldwin said. “We were firing on all cylinders.”
Games.com, a subsidiary of Hasbro, has yet to go live, but aims to be the premier gaming site on the Web. It will allow people to meet in chat rooms to play games such as Monopoly and Yahtzee.
The site will also sell a selection of games and accessories, such as traditional Hasbro board games, videogames and old Atari titles that are popular again.
It’s the shop’s eighth dot.com win since opening in 1996. Its other e-clients include Eve.com, AuctionWatch.com and eWanted.com.
Baldwin said the agency will continue to push in the Internet arena while also pitching more traditional accounts.
“Any agency needs to be focused on dot.com clients,” Baldwin said. “It’s such a great business opportunity, a fundamental part of the economic fabric right now.” K