DSW Chases New Business

Battles Back From Loss of Intel Consumer Account
LOS ANGELES–After losing the consumer portion of Intel Corp.’s estimated $100 million account last year, high-tech agency Euro RSCG DSW Partners redoubled its efforts to scope out new business. And it’s starting to pay off.
Since October, the Salt Lake City shop has added four new accounts–Storage Tek, Sequent Computer, Check Free and Alcatel Network Systems–totaling nearly $40 million in capitalized billings. Each was won in competition with other agencies, said partner David Boede, who recently took over new business duties from retired co-founder Darrell Smith.
“We’ve been working on the transition,” said Boede. “Our particular focus has led us to be really strong [in new business].”
Boede said DSW has been aggressive in seeking high-tech clients who desire its brand of integrated communications, and has also been “in the right place at the right time.”
DSW will handle business-to-business ads for Storage Tek, an enterprise-level computer data storage company, and take on similar duties for Sequent, a maker of Intel-based data center solutions. It will create consumer ads for Check Free, an Atlanta-based online bill paying service, and handle new product launches for Alcatel, a provider of telecommunications systems and equipment.
Intel remains DSW’s largest client, but no longer dominates the roster. “I’m happy to be picking up a $20 million account here and a $10 million account there,” Boede said.
DSW is also in three undisclosed reviews, said Boede, who served as worldwide director of advertising on Intel before the consumer portion moved to sister agency Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, last year.