WongDoody Lands Trio

WongDoody last week added three new pieces of business but lost Fit TV to Kovel/Fuller.
WongDoody’s Santa Monica, Calif., office picked up the estimated $5-10 million Del Taco account, prevailing over fellow finalists Colby Effler & Partners, also Santa Monica, and Goldberg Moser O’Neill, San Francisco. Bozell Worldwide, Irvine, Calif., withdrew from the search due to a conflict; incumbent Italia/Gal, Los Angeles, declined to defend the business.
Agency partner Tracy Wong called Kevin K. Moriarty, Del Taco’s chairman and chief executive officer, a “fun, ambitious, rebellious, underdog type of guy. We can relate to that.”
WongDoody will be asked to develop a brand image for the Laguna Hills, Calif.-based fast-food company.
Del Taco tapped Carat International, Los Angeles, to handle media planning and buying. Select Resources International, Los Angeles, handled the search.
Separately, Adidas America has hired WongDoody’s Seattle office as its second agency, joining lead shop Leagas Delaney in San Francisco. WongDoody will work on all ad categories for the brand, but focus on collegiate property products, in-store, print and point-of-purchase materials and direct mail executions.
WongDoody also won Aris Vision Institute, a chain of laser eye surgery centers. Billings were undisclosed.
The wins were tempered by the loss of Fit TV/American Health Network’s estimated $10 million-plus business after a review.
Kovel/Fuller was said to be in final contract negotiations with the Los Angeles-based cable channel last week, according to sources.