SAN FRANCISCO-Miller/Huber Relationship Marketing, best-known as the direct marketing agency for Levi Strauss & Co., has picked up an assignment from Netscape Communications. The award follows a reorganization at the $120 million San Francisco agency, formerly known as Miller/Kadanoff/Huber Direct & Interactive.
The Netscape marketing assignment, with billings of $4 million, was awarded without a review, and was previously handled by in-house staff and various agencies. The work will aim to build closer relationships with the software developer community, said agency president Floyd Miller.
Euro RSCG DSW Partners, based in Salt Lake City, handles advertising for Mountain View, Calif.-based Netscape. Miller said he expects his agency to work closely with DSW, in the same way his shop works with all of its clients’ ad agencies.
Levi’s awarded Miller/Huber its $15-20 million direct account about a year ago. Late last year, the 9-year-old agency also landed digital marketing responsibilities for the Levi’s brand, including a Web project targeting preteen girls. While the San Francisco jeans maker was wending its way through an ad agency review over the last several months, it increased its business with Miller/Huber, and Levi’s is now one of the shop’s three largest clients, along with Oracle and Cisco Systems.
The agency’s recent expansion follows the resignation of principal Marcia Kadanoff last August. As part of the changes, Despina Gurlides was appointed vice president of target planning, a hybrid discipline that weds account planning and database marketing.
“This agency has always taken a behavioral approach to solving client’s problems,” Miller said. “The name change is a logical evolution.”
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