Hub Shop Fails To Keep Nortel, Relinquishes Super Bowl Project
BOSTON–Nortel Networks moved corporate image and product duties to True North Communications’ Temerlin McClain and TN Media from Hill, Holliday, Connors, Cosmopulos after a shootout last month.
Separately, Hill, Holliday has walked away from HotJobs.com. The New York-based Internet company hired the Boston shop to create a 30-second spot to air on next month’s Super Bowl, but a preliminary storyboard that featured an elephant sitting on a circus worker was deemed inappropriate and rejected by Fox Broadcasting Co.
Hill, Holliday had hoped to present new ideas, but client executives began listening to suggestions from other agencies. The assignment was given to McCann-Erickson, Detroit, whose executive creative director, Kevin Moehlenkamp, is a friend of HotJobs.com founder Richard Johnson.
Mark Davis, Nortel’s vice president of corporate advertising and media, confirmed his company’s move last week. Spending plans were still being finalized, but sources said the client will commit $70 million or more to marketing in 1999, with Irving, Texas-based Temerlin handling creative and media planning duties and TN Media in New York executing the buys. Agency executives could not be reached at press time.
After Northern Telecom bought out Bay Networks earlier this year, Hill, Holliday–a roster shop of the acquired company–was tapped to develop the first ads for the newly named Nortel Networks. Eliminated from the roster at that time was Northern Telecom’s year-old corporate agency, Bozell Worldwide in New York.
Despite that shift, Temerlin, a sister shop of Bozell under True North, retained its account for Nortel’s Enterprise Networks division in Richardson, Texas.
A realignment of the marketing ranks resulting from the Bay Networks acquisition triggered the Nortel Networks review. Bill Conner, who had been president of the Enterprise Networks’ data division, became Nortel Networks’ executive vice president of corporate marketing and communications, the company’s top marketing post.
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