DiMassimo, Cora Help Fashion Gateway Ads

Gateway 2000 has utilized creative resources outside its agency of record, D’Arcy Masius Benton & Bowles, to produce spots for its most recent TV campaign.
DiMassimo in New York has teamed up with commercial director Henry Cora to handle the creative work on several TV ads for the computer maker. One spot, featuring real Gateway employees, is currently airing in English-speaking markets.
DiMassimo president and creative director Mark DiMassimo formerly worked as a copywriter at J. Walter Thompson, New York, where he utilized Cora. Cora directed spots for North Sioux City, S.D.-based Gateway when Carmichael Lynch, Minneapolis, handled the estimated $80 million account. DMB&B’s Los Angeles office won the business last year.
Sources said DiMassimo and Cora originally met with Gateway executives several months ago and proceeded to pitch three campaigns to the client. The team was awarded a contract to create up to 30 TV spots, sources said.
DMB&B continues to handle most of the creative work and all media buying for the client.
“They are experimenting with a TV campaign utilizing their own employees,” said Diane Krouse, DMB&B executive vice president, managing director in Los Angeles. “[The campaign] is running in conjunction with our product and price advertising.”
DiMassimo referred all calls to Gateway. Cora could not be reached for comment. Gateway executives did not return calls at press time.
DMB&B recently created a new print campaign for Gateway’s Major Accounts division.
–with Sloane Lucas