Holland Mark Roars




BOSTON-Holland Mark Martin Edmund has been assigned the $5-10 million advertising account of financial services firm Dreyfus Corp.
The Boston shop beat out crosstown rival Ingalls and New York’s Berlin Cameron & Associates in the final round of a review, a Dreyfus representative confirmed late Friday.
Earlier that day, Holland Mark faced one final hurdle: a presentation in New York to Dreyfus chief executive officer and president Christopher “Kip” Condron by creative director Bob Minihan and brand director Ted Gilvar.
Once Condron, who also serves as chief operating officer of Dreyfus parent Mellon Bank, approved the strategic approach and account staffing, confirmation of Holland Mark’s hiring was made.
Agency officials could not be reached at press time. Richard Roth, the Chappaqua, N.Y.-based consultant, oversaw the review process.
Holland Mark replaces Grace & Rothschild, the New York agency selected by Dreyfus following a review last fall. The two unexpectedly split a few months ago before any work was produced [Adweek, May 3].
Some have questioned the client’s commitment to advertising in light of G&R’s quick dismissal. Holland Mark executives believe the chance to create brand campaigns for an established player outweighs any potential liabilities, according to sources.
Holland Mark was selected based on past business-to-business projects for mutual funds giant Fidelity Investments, sources said. Dreyfus was also drawn by the agency’s relatively low profile (it claims about $80 million in total billings), convincing client officials they will receive attention from senior managers.