Account losses have Lois/USA on lookout By David Kile

NEW YORK--The "ESPN Your Face" campaign that George Lois created for the sports network was vintage Lois, perhaps the original in-your-face adman. And though L

Though Lois would not confirm it, sources said last week that the agency is a finalist in the $15-20-million Bahamas tourism review, and will likely contend for the upcoming Kia Motor Corp. review, worth $10 million-plus by next year.
The loss of ESPN leaves No Nonsense Pantyhose as the agency’s signature account in New York. After that, the active accounts generally fall below the $5’million level.
“The size of the client doesn’t matter. I’m working at 5 a.m. for a $l-million client or a $20-million client,” said Lois.
From a business standpoint, though, the amount the agency bills out of New York does matter for Lois, 61, and his partner, Ted Veru, 63, who said they or have discussed merging with agencies in New York and elsewhere.
Lois has a reputation for building awareness for clients fast with lines like, “I Want My MTV,” and “Pump Up and Air Out” for Reebok. But his “take it, or I’ll jump out of a window” style sometimes leads to strains with clients.
Referring to the ESPN account that went to Wieden & Kennedy last week, Lois said, “I gave them poison gas, stuff that knocks people out, but the new marketing head said he wants to create a feeling.”
Copyright Adweek L.P. (1993)