VB&P, Eleven Secure BGI Account

The Bay Area team of Venables, Bell & Partners and Eleven have finally nailed down the Barclays Global Investors account. The business, which includes creative and media, is estimated to be worth more than $10 million.

The agencies pitched together and were the only shops remaining when the review concluded last September. But the deal was only finalized last week.

“They are one of the largest institutional money managers, and they went to a young upstart agency,” VB&P co-founder and creative director Paul Venables said. “We knew they were a research- and information-based company, so we made sure that we were buttoned-down and detailed in our presentation.”

Advertising will be geared toward BGI brands and iShares exchange-traded funds. VB&P will handle strategy, advertising and media; Eleven will do graphic design and brand integration.

“They bring a smart approach to an overall branding effort that ties together all of our different audiences,” said John Roberts, BGI’s managing director of marketing. “They best understood the fundamentals of our business and demonstrated an across-the-board commitment to brand integration and strategic planning.”

Other shops that pitched BGI include TBWA\Chiat\Day, The Martin Agency, Digitas, AKQA, BBDO West and Grant, Scott & Hurley.

VB&P launched last year. Its other clients include Microsoft’s UltimateTV and HBO Home Video.

BGI was formerly handled by Saatchi & Saatchi’s Bay Area outpost, which closed last year.