Alliance Becomes Gatekeeper

Computer Retailer Awards Assignments to Louisville Agency ATLANTA--Gateway Country, the retail division of the computer manufacturer, has recruited Creative Alliance to plan and implement a variety of advertising, marketing and promotional assignments. The hiring of the agency comes without a review, according to Ed McPherson, Gateway Country's vice president of marketing. McPherson said a budget was "to be determined . . . [but could amount to] at least a couple million dollars." "[Gateway's] retail division is growing at a very rapid pace . . . double-digit percentage revenues," said Dawn Duffy, an account executive at the Louisville, Ky., agency. Before joining the North Sioux City, S.D.-based company, McPherson had worked with Creative Alliance when he held a similar position with the fast-food restaurant chain KFC. "We've got [Creative Alliance] doing four assignments, including print and direct mail [advertising], which is where their expertise . . . comes into play," said McPherson. "We were looking for someone who would complement [Gateway's lead agency] McCann-Erickson [Worldwide, New York], which is at the top of the pyramid for strategic resources." "The fast-food business moves fast, [but] it's nothing compared to the computer industry," Duffy said. "[McPherson's] worked with us for years, and for the things he needed completed, he [knew] we could get it rolling immediately." Duffy said Creative Alliance's initial assignment was to target small businesses with limited computer needs and specific home consumer segments. She defined the latter group as "aspiring families, or parents who feel guilty because their kids need a computer; 'knowledgeable families,' where the parents need a second computer because their kids are on the one they have already all the time; and 'aging adventurers,' who are retired and want to get wired into the Internet and e-mail." The demographic Duffy de-scribed as "tech savvy" will "still turn to the Internet or the 800 number for purchases." Creative Alliance will also be handling Gateway's first store managers meeting. The gathering is scheduled to be held at Walt Disney World's Grand Floridian Hotel in Orlando, Fla., this October. Agency chief executive officer Debbie Scoppechio said, "We're excited to be a part of this unique new retail concept and to work with a national company with such growth potential." Creative Alliance is Kentucky's largest ad agency, with more than $110 million in annual billings. Gateway Country currently has 165 stores in operation across the country and in Europe and Asia. Additional openings are planned in the coming year.

Brand Marketing

Alliance Becomes Gatekeeper

T.w. Siebert

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T.w. Siebert