Ogilvy Wins Mag-Lite Account

LOS ANGELES-Ogilvy & Mather, which is still basking in the glow of a major account win earlier this year, has something else to boast about. The agency has been tapped for the Mag-Lite flashlight account.

Although the line of heavy-duty flashlights is not on the scale of the estimated $40 million Symantec account Ogilvy landed earlier this year, Mag-Lite gives the agency two significant wins in reviews this year that included other major shops.

Ogilvy, which was tapped to handle Symantec’s consolidated account following a shootout with Goodby, Silverstein & Partners, FCB Worldwide and Young & Rubicam, all San Francisco, was awarded the new business by Mag Instrument following an informal review.

Ogilvy, which will handle creative and media on the estimated $5-10 million account, competed against Ground Zero, Marina del Rey, Calif., Colby Effler & Partners, Santa Monica, Calif., Y&R, Irvine, Calif., and other shops.

Ogilvy co-president and executive creative director Joe McDonagh and co-president Angus Fraser attribute the win to an overall agency rejuvenation.

In addition to abandoning its conservative and somewhat stale Los Angeles office space in favor of hipper warehouse digs in Culver City, Calif., the shop has been aggressively seeking out new business of late.

“[Mag-Lite] communicated many things to us. One was our passion and commitment to the pitch,” McDonagh said of the Ontario, Calif.-based client. “We brought a broader perspective to their business.”

Ogilvy, which plans to launch a global TV, print and outdoor campaign in the third quarter, prides itself on combining its legendary past, set forth by founder David Ogilvy, with its current rejuvenated strategy.

In Mag Instrument, the agency takes on a client that hasn’t advertised much in the past few years. Between 1996 and 1999, the client spent about $2.6 million in annual advertising, according to Competitive Media Reporting. The last known agency to handle the account was Grey Worldwide, Los Angeles, which worked for the client in the early 1990s.

Still, Fraser said, the product is ready to shine.

“The brand hasn’t been supported significantly in the past 10 years, and it’s practically an American icon,” he said. “This is a brand that is used by people who rely on the best, whether it’s the police or emergency-service personnel.”