NEW YORK Accounting firm BDO Seidman has hired Seiter & Miller here as its first lead agency for creative and media duties after a review, a client representative has confirmed.
Account billings were not disclosed, but sources estimated them at $3-5 million.
Sources identified the other finalists as Omnicom Group’s Doremus and Media Square’s The Gate, both in New York. Jerry Walsh of WalshPR in Bayport, N.Y., managed the review.
The hire represents a major shift for the mid-tier accounting firm, which increasingly finds itself competing with larger rivals for accounts. Previously, its ad duties were in-house.
BDO Seidman’s clients include Barnes & Noble, Monster, Jones Apparel Group and Amerco, the parent company of U-Haul. In its last fiscal year, which ended June 30, the firm reported worldwide revenue of $660 million, according to BDO.com.
Work from Seiter & Miller, an independent shop, is expected to include print, TV and online ads. The agency referred calls to Walsh, who confirmed the selection. Walsh also handles public relations duties for BDO Seidman. The company is based in Chicago.
Past major media spending for BDO Seidman has been relatively modest. Last year, for example, the total was less than $100,000, according to TNS Media Intelligence.
Founded in 1990, Seiter & Miller employs about 40 staffers. Its other clients include Kyocera, Arnold bread and Smith & Wollensky.