Investment Firm Reviews $5 Mil. Account; Katsin/Loeb Bows Out

Montgomery Asset Management here, an independent affiliate of Montgomery Securities, is conducting a review of several undisclosed Bay Area agencies for its estimated $5 million ad account.
The investment organization, which manages mutual funds for individual and institutional investors, plans to select a new shop by June 1. Incumbent Katsin/Loeb, San Francisco, is not defending.
The review is being handled by Mary Stephenson of consulting firm Stephenson Communications, St. Helena, Calif. The client should have a list of final contenders by the end of this week, with “credential presentations” to take place in mid-May, according to Stephenson.
The selected agency will begin working on the account by mid-June, Stephenson said. There will be no direct mail or collateral work, she said, but the shop will create “advertising targeted toward individual investors who invest directly [and] indirectly through mutual fund supermarkets.”
Katsin/Loeb won the account in January 1997, following an informal statewide review. The agency recently launched the company’s first branding effort via a national print campaign aimed at baby boomers who are just starting to invest.
The shop decided not to defend its business with the client because the two are “going in different directions,” sources said. Montgomery Asset Management wants to “move in a retail direction” and Katsin/Loeb’s “forte is branding,” they said.
The company plans to direct most of its advertising budget for 1998 toward print work, said sources.
–Jane Irene Kell