M1 Locks Up OpenTV’s Worldwide Ad Account

After a month-long review of agencies nationwide, OpenTV has awarded its worldwide advertising account to the M1 Agency in Santa Monica, Calif. Billings are estimated at $3 million, according to sources, a greater amount than previously reported [Adweek, Sept. 15].
The other three finalists in the review were The Sloane Group and Artistry, both in New York, and Wolf/Doyle Advertising in San Francisco, sources said.
Agencies met with the client early in September and made strategic and creative presentations during the third week of the month. OpenTV executives came to their decision last week.
Already operating in Europe, Palo Alto, Calif.-based OpenTV is a software company that supplies interactive services and content to digital satellite, cable, terrestrial broadcast and other video delivery services worldwide. The company provides interactive Internet access through TV sets. Subscribers use a device resembling a cable box on their TV and interact with programs using a remote control.
“It’s an incredibly exciting opportunity,” said M1 president Tom Moyer. “OpenTV is taking advantage of the real strength of M1, which is not just the ads but the ability to carry a strategic brand message through collateral, packaging, Web design and everything else.”
“This win is very important for the agency,” said M1 account director Greg Hill. “We are not only gaining another important international client, but we are also getting a chance to work with a very smart group of clients in one of the biggest growth categories in the entertainment arena.”
M1 opened in 1995 as the agency of record for Oakley Sunglasses. Since then, the agency has picked up clients such as Heavenly Ski Resorts, FreeStyle Sport Watches, Polar Heart Rate Monitors, the Arthritis Foundation, Stonehaven Winery, and the Humane Farming Association. These wins have brought the agency’s billings to over $20 million.
M1 is headed by Hill, Moyer, and creative director Tom Page. Collectively, the three boast experience from stints at several Los Angeles-area agencies, including Grey, Suissa Miller Advertising, Ogilvy & Mather, Dailey & Associates and DDB Needham.