EDS Taps N.Y. Shop

DALLAS Information technology concern EDS said it has awarded creative chores on its ad account to the New York office of Bartle Bogle Hegarty.

The five-year incumbent, Publicis Groupe’s Fallon in Minneapolis, did not compete. Other contenders were not disclosed.

The client has spent about $6 million annually on ads, per Nielsen Monitor-Plus.

Bob Segert, chief marketing officer for EDS in Plano, Texas, said the company chose BBH based on its strength in the United Kingdom (where the agency is based) and its experience in consumer marketing, even though EDS’s customers are large Fortune 1000 companies and governments.

Citing the example of one of EDS’ largest customers, General Motors, Segert said, “We think that having a feel for the needs of that company’s consumers creates a much more valuable supply chain.”

BBH’s first work, which will include TV and print, will break in May, ahead of the Byron Nelson Golf Tournament in Dallas, which EDS sponsors, Segert said.

The client is still developing its core message, which Segert said would focus on “making very complex processes seem a lot easier than they really are.”