Following several client defections and a string of layoffs, Foote, Cone & Belding here has won creative and media duties for Oroweat Breads and the Los Angeles Credit Union Cooperative.
The Irvine, Calif., shop won the accounts in separate reviews. Combined, they are worth more than $12 million in billings, sources said.
Oroweat was acquired in March by Bimbo Bakeries USA. Its last known agency was Bates in New York. Sources said that account is worth more than $10 million.
"They do great creative work, have great services and an excellent account planning group," Bonnie Young, director of marketing for Bimbo Bakeries in L.A., said of FCB.
To win LACUC, FCB overcame Pacific Communications Group in Torrance, Calif., and L.A.-area shops Boyd Communications and Versus, said Teresa Freeborn, svp of marketing for Kinecta Federal Credit Union in Manhattan Beach, Calif., and informal chair of the LACUC.
Freeborn described the LACUC as an "ad-hoc group" of credit unions pooling funds to educate consumers about their benefits. To advance what it hopes will be a $1-2 million campaign, the LACUC needs to sign up more of the 242 credit unions in the area, Freeborn said. Twenty have joined the group thus far.
The wins come at a rocky time for FCB. Earlier this year, the shop lost nine-year client TaylorMade-Adidas Golf, a $20 million account, per CMR, to NYCA in Encinitas, Calif. Also, footwear and apparel maker Vans has ended its nearly six-year relationship with FCB youth marketing division Mc Elroy:FCB. Vans spent $7 million on ads in 2001 and $2 million through June of 2002, per CMR.
"They had a lot of layoffs at McElroy—almost our whole team," said Tracy Sherman, marketing manager for Vans in Santa Fe Springs, Calif. "To save some money, we decided to bring the work in-house."
FCB laid off six to eight employees due to the Vans loss and has consolidated the McElroy brand into FCB, Harrington said.