Long Haymes, Martin Are Set For Bay Nets

Long Haymes Carr in Winston-Salem, N.C., and The Martin Agency in Richmond, Va., are among 16 agencies scheduled to meet with Bay Networks executives in the preliminary round of the Santa Clara, Calif., company’s advertising review.
The account is estimated to be $10-12 million.
Other agencies in contention include Hill, Holliday, Connors, Cosmopulos, Ingalls Advertising and Partners & Simons, all in Boston, as well as incumbent media buying shop Freeman Associates, Wellesley, Mass.; Amazon Advertising, Ander-son & Lembke and Foote, Cone & Belding, all in San Francisco; Mendelsohn/Zien, Los Angeles; Campbell-Ewald, Warren, Mich.; and Hampell/Stefanides and Mezzina/Brown, both in New York.
Media shops DeWitt Media in New York, ICG in Chicago and Western International Media, pitching from its Boston office, are also slated to meet with Bay Networks officials in coming weeks.
Effective Marketing Strategies, a consulting firm in Marina del Rey, Calif., is overseeing the process.
The company is looking for an agency to produce strong brand-building messages, said Jeff Brooks, vice president of brand management at Bay Networks.
The 12 ad agencies and four media buying services are being evaluated separately. The client, however, has reserved the option of assigning the entire account–both creative and media duties–to a single agency if it sees fit, Brooks said.
The ad shops will meet with client officials next month at the company’s offices in Billerica, Mass., for presentations dealing with, “strategy, positioning and personality,” Brooks said. Following those meetings, four to six finalists will be chosen for a creative assignment.
The four media services are slated to meet with Bay Networks officials next month. A final decision is expected around Oct. 1, Brooks said. –with staff reports