Gateway Expands Relationship with Siltanen/Keen

LOS ANGELES — After working on a project basis with Siltanen/Keehn for the last five months, Gateway has expanded its relationship with the shop, the client confirmed.

Siltanen/Keehn is now the computer manufacturer’s agency for broadcast and print creative, said Gateway director of communications Brad Williams. The budget was undisclosed; Gateway spent $165 million on ads for the first ten months of 2001, per Competitive Media Reporting.

Among the El Segundo, Calif., shop’s efforts for Gateway were ads which broke in Sept. featuring Gateway founder Ted Waitt and a talking cow. “They had great ideas,” Williams said. “They strengthened the positioning of the cows, which has been a symbol of this company since we were founded in 1985.” He added that the “interplay between Waitt and the Holstein cow has a lot of creative potential.”

Siltanen/Keehn chairman and chief creative officer Rob Siltanen will head creative on the account, said agency president Pam Keehn.

Gateway moved its account in-house last year. Direct and online advertising will continue to be handled in-house, Williams said. Initiative Media in Los Angeles will continue to handle media.