With Billings Growing, Edison Keeps Grey L.A.

After a four-month review, Grey Advertising’s Los Angeles office has held on to the Edison International account, continuing a 30-year relationship.
Current billings are estimated to be $15 million, although spending is expected to reach $20 million next year and keep growing, according to Edison International manager, marketing communications Roxanne Patmor. The other finalists for the Rosemead, Calif.-based client’s account were Dailey & Associates and DavisElen, both in Los Angeles; Rubin Postaer and Associates in Santa Monica, Calif.; and Team One Advertising in El Segundo, Calif.
“We chose Grey based on the fact that their presentation was really better than anyone else’s,” said Patmor. “They’ve certainly learned the business in 30 years.”
Grey’s presentation team consisted of Grey L.A. executives, as well as staff from Grey Direct West and GCI Los Angeles, Grey’s public relations unit. All five agencies gave two full presentations each–one for Edison Select, a retail consumer division of Edison International, for a security product; and the other for the parent firm, for economic development rates. The presentations covered strategic ideas, media, integrated communications and speculative creative.
“The selection came from the power of our integrated communications program, strong creative solutions, advertising, direct response and public relations,” said Larry Varnes, chief strategic officer for Grey. “As the incumbent, we needed to be substantially better.”
New creative should roll out for the client in early 1998, according to Varnes.