By Angela Dawson
LOS ANGELES–Buzz Inc., publisher of Buzz magazine and Buzz Weekly, has severed ties with its ad agency Deutsch and is scouting for a Los Angeles area shop as it heads in a different marketing direction.
‘We’re looking to take a more straightforward approach with direct response,’ said Scott Kramer, president of the Los Angeles publishing company.
Specifically, Buzz is looking for a shop with direct response TV experience as well as direct mail capabilities, Kramer said. ‘It is critical we select somebody that is L.A.-based,’ he added.
Kramer has contacted a handful of direct marketing companies, but welcomes additional solicitations from others with the wnecessary qualifications. He declined to name the shops contacted.
Deutsch’s Santa Monica, Calif., office collected many awards for its offbeat Buzz ads, including five Beldings this year for its outdoor and radio work. The agency won the $2 million account after a review last year. Kramer praised Deutsch’s work, but said Buzz’s marketing needs have changed. ‘We need to focus on the product rather than the device.’
In addition to direct response TV and direct mail work, Buzz may eventually ask the new shop to create some radio ads.
The review process is likely to be swift since Kramer wants work to be ready by August to promote the lifestyle magazine’s new offer of 10 issues of Buzz plus 50 issues of Buzz Weekly for one price.
Peter Drakoulias, senior vice president and director of business development at Deutsch, said he was aware Buzz was looking for direct support, but hoped his agency would still be considered for future ad assignments.
Deutsch’s irreverent Buzz ads included a teaser billboard last year that touted a topless driving school. The ad included a phone number, which gave callers a recorded explanation that Buzz was behind the joke and offered a free copy of the magazine.
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