Robert Elen Wins Turbo Technologies By Kathy Tyre

LOS ANGELES - Robert Elen & Associates landed Turbo Technologies' $4-million account last week, charged with positioning this tiny video game maker as it goes head

Turbo – a distant No. 3 in the U.S., despite its No. 2 position behind Sega in Japan – plans to launch a nationwide campaign for its CD video-game, Duo, in August. The product recently became available in limited distribution.
Agency founder Bob Elen claims that as the smaller agency and client in the video game market, they’re positioned to quickly respond to competitors’ moves better than could a larger agency and client.
Elen compares Turbo’s position to that of his client the Southern California Honda Dealers in the auto arena.
‘In Southern California and in the balance of the markets where we handle Honda, we took on a client that was a distant third and was overspent ten times by major competitors,’ said Elen. ‘Now, in most of our markets we’re either No. 1 or a close second, and we’re still being outspent. There are things the underdog can do that the big guys can’t.’
The $22 million Robert Elen competed for Turbo with incumbent Asatsu/L.A., Fotouhi Alonso/L.A. and McNamara & Associates/Santa Monica, Calif.
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