Four months after winning Agfa-Gevaert Group's $10-12 million global account, Mullen has lost a portion of the business to former incumbent Anderson & Lembke.
The New York agency has won creative duties for the client's desktop scanner and digital camera products, Agfa officials said last week. The Antwerp, Belgium-based company creates digital imaging and graphics systems used in the medical, motion picture and printing industries.
Frank Schelfaut, Agfa's head of worldwide marketing, emphasized that Mullen remains the company's agency of record. "They're doing excellent work on behalf of Agfa," he said. Anderson & Lembke, with whom the client has a "long-standing relationship," has been given a project that is "limited in scope," Schelfaut confirmed. Billings for that portion of the business could not be determined at press time.
During its tenure as Agfa's agency of record, Anderson & Lembke created packaging and ads for scanner products, according to sources. Anderson & Lembke officials declined comment.
"We're sorry that we couldn't have [the scanner portion] on board," said Mullen representative Kitty Bartholomew, "but the campaign is going forward and the client's pleased as punch with it."
Agfa tapped Mullen in November to create a global branding campaign that would present the company's complex, vertical product lines. The Wenham, Mass.-based agency's first work for Agfa will break in a week or two and tout the company's ability to provide "Digital Roadmaps."
About a dozen trade print executions and an eight-page insert are planned for the campaign, which uses the client's existing corporate tagline, "The complete picture," according to Mullen principal and creative director Edward Boches.
Print ads will be supported by collateral materials, direct mail pieces, a 40-city global technology seminar tour and a Web component. The effort targets midsize and large businesses, including graphic arts, printing and prepress firms, Boches said.
Advertising for Agfa's perhaps better-known film products is handled by McCann-Erickson in New York. Those chores were not included in the agency review that led to Mullen's hiring last year.
--with Rob Lenihan