Left Field Drops Amazon, Drugstore.com

Left Field Advertising has dropped high-profile clients Amazon.com and Drugstore.com, citing diminishing creative opportunities on both accounts.
The two accounts combined are worth $8-10 million, or about 10 percent of Left Field’s billings. The shop recently added more than $25 million in new business from clients such as Visto Corp. and ImproveNet.
Left Field’s creative team felt “restricted” by the Amazon.com assignment, said Kevin Burke, managing partner at the agency.
“Amazon.com is mature in the Internet space,” he said. “Their needs are now more retail-oriented, and they are relying less on traditional online advertising. We feel it’s not a compelling or rich plane for us to be on.”
Burke said the client has become more reliant on offline advertising such as radio and TV, which contributes to its waning interest in supporting new online ads.
Foote, Cone & Belding, San Francisco, is the client’s lead shop.
Separately, Left Field’s resignation of Drugstore.com comes just weeks after the client moved its $30 million account from McCann-Erickson, Seattle, to Fallon McElligott, Minneapolis.
Left Field once handled the entire account, but the client abruptly moved offline duties to McCann earlier this year–right before Left Field was to produce a new broadcast campaign.
Sources said McCann lost the business because Drugstore.com’s new investors, Rite Aid Corp. and General Nutrition Centers., did not like the company’s ad strategy of taking aim at traditional bricks-and-mortar stores.
“We’re very proud of the work we’ve done [for] Drugstore.com,” said Burke. “We wish them … success in growing their business through new bricks-and-mortar partnerships.”
Drugstore.com also wants to focus more on offline advertising following its recent initial public offering, and Internet advertising has become less of a priority, Burke added.