Datek and Tickets.com Put TV Advertising Assignments in Play
NEW YORK--Two online clients which have relationships with the same agencies have both put their ad accounts into review.
Datek Online, the fourth-largest online brokerage in the U.S., is talking to shops about its $15-20 million account. At the same time, Tickets.com, an online ticket broker with its sights set on category leader Ticketmaster, has narrowed its $10-12 million review to Gotham in New York and OgilvyOne in Los Angeles, sources said.
Both clients have relationships with KDM International, a media buying agency here, and Campbell Fisher Ditko Design in Phoenix. The link between KDM and CFD began last year, when Datek tapped both firms to help develop a campaign, sources said.
The two shops worked so well together that when Tickets.com was looking for agencies, they teamed up for the business, sources said.
Now, because both Datek and Tickets.com are looking to break TV advertising (which CFD does not handle), both are looking for a full-service agency that can produce TV spots as well as take on media buying, sources said. It is not clear whether KDM or CFD will continue to work with Datek or Tickets.com.
Client and agency officials declined to comment or did not return calls by press time.
Although Marina del Rey, Calif.-based Tickets.com appeared ready to select a winner this week, Datek is not as close to a decision, sources said. The client has tapped an undisclosed consultant to handle the search, which is in its initial stages. The brokerage spent $9 million on media last year, according to Competitive Media Reporting, much of it online, sources said. The Iselin, N.J., client has told agencies it will likely spend $15-20 million on its next campaign.
The Tickets.com review comes on the heels of the company's merger with another online ticket broker, Advantix. The deal is meant to create the "first globally branded company for entertainment, sports and travel tickets," the company said
in January. --with staff reports