LOS ANGELES – Stein Robaire Helm picked up ad duties last week for Packard Bell, a $1.2-billion maker of IBM-compatible personal computers and the No. 1 pc brand sold through mass-merchandisers.
Mal Ransom, vp/marketing at the Chatsworth, Calif.-based company, said the ad budget had yet to be determined. While in the past the company has spent more than $10 million on advertising, most of that has been devoted to co-op advertising with retailers, he said.
The account had previously been with Agoura Hills, Calif., agency Meade Ullman. ‘We have grown quite large, and we felt it was time to take a look at other ways of approaching the marketplace with a somewhat larger agency,’ Ransom said. While he said he spoke with seven other, L.A. shops, Ransom declined to identify them. ‘We felt Stein Robaire provided us with the best overall package. We see an excellent creative history; a very good experience base, though they’re a relatively young agency; and good experience in the pc arena, as many of their staff come from agencies that have an understanding of the pc market.’
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