GMO Lands Booz Allen Project




SAN FRANCISCO
Booz Allen & Hamilton last week awarded an estimated $3-5 million advertising assignment to Goldberg Moser O’Neill here. It is the first time the New York-based management and consulting firm has hired an agency since its founding 83 years ago.
Booz Allen conducted a low-key, three-month review of several undisclosed West Coast shops before choosing GMO. It is GMO’s fifth account win this year. The agency most recently landed an assignment from Club Disney.
“GMO was built on our ability to create distinctive advertising for both technology and consumer accounts,” said Fred Goldberg, the agency’s chief executive officer. This balance was “very important” to Booz Allen, Goldberg added, and it explains why the firm pursued only West Coast shops.
“Many agencies on the West Coast have high-tech experience but also work on [consumer-oriented] business,” he said. “I believe that’s why more companies are seeking agencies out here.”
Executives from Booz Allen met with GMO last week to discuss advertising strategies for 1998. The firm plans to pursue a multimedia campaign next year, including print and TV work. The effort will focus primarily on the company’s technology consulting services.
GMO is responsible for creative duties and media placement. A new campaign is expected to break in the first quarter of 1998.
“Booz Allen & Hamilton has a distinguished history,” Goldberg said, “and we are excited . . . to produce breakthrough creative that will help them stand out in the technology community.”
GMO’s current technology clients include Dell Computers, Symantec Corp. and Cisco Systems. The agency is among the contenders now in a review for an estimated $70 million global assignment from Dell.