KNOXVILLE, TENN. – Philips Consumer Electronics has contacted agencies of all shapes and sizes in its search to replace Backer Spielvogel Bates on its estimated $25 million account. And in keeping true to its word that geographical location wouldn’t be a major factor, Philips, based here, has instead cast a fairly wide net that blankets several regions.
Working through the Advertising Agency Register, Philips initially sent questionnaires to about 12 agencies including New York agencies Bloom FCA; TBWA Advertising; and D’Arcy, Masius, Benton & Bowles; plus The Martin Agency, Richmond, Va.; The Richards Group, Dallas; Fallon McElligott and Carmichael Lynch, both Minneapolis; and Wieden & Kennedy, Portland, Ore., according to sources close to the process.
Most of those shops were asked last week to send examples of their creative product, indicated they might have survived a first cut.
‘We are not going to comment during the selection process,’ said a spokesman for Philips, which markets such well-known brand names as Magnavox.
Although the agencies vary greatly in size, most have strong creative reputations, which Philips said at the onset of the review would be a key factor.
A decision is due around Jan. 31 when the Philips/BSB contract expires. The two companies ‘mutually agreed’ to part ways in October after seven years citing ‘operational differences.’
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity