Citron’s One Of The Guys

The Good Guys! electronic retail chain has awarded its $10 million media account to roster shop Citron Haligman Bedecarre without a review.
The San Francisco agency, which has handled broadcast creative chores for the client for the past year, wrested media planning and buying duties from crosstown rival Publicis & Hal Riney. That shop in April lost longtime media chief David Verklin, a key player on the Good Guys! account, sources said. Verklin now heads Carat North America in New York.
“Our media director, Steve Calder, made a presentation to Good Guys! and they went for it,” said agency chairman Tom Bedecarre, citing his shop’s creative work for the Brisbane, Calif.-based client as a key factor in winning media chores. “Adding the media business gives us the opportunity to tie the creative concept with the media” on which the ads are heard, he said.
Citron’s work for the client includes a humorous radio campaign starring “good guys” Gavin and Gary. The agency uses Western International Media in Los Angeles as its media buying service.
Separately, Citron has won the new national ad account of PocketScience, Santa Clara, Calif., after an informal review that included several Bay area agencies, said Andrew Shapiro, vice president of marketing at PocketScience. The client was impressed by Citron’s launching of Sony’s notebook computer, he said.
Citron will introduce the 3-year-old company’s PocketMail mobile e-mail service. That campaign, due later this year, will include interactive marketing as well as traditional advertising and marketing to promote the $10-a-month service, said Shapiro.