DCA's global capa city and brand insight helped it beat out nine agencies to win creative and media duties on Business Week's $10 million account last week.
The New York shop "focused on the prag matic and understood Business Week edi tori ally," said Keith Fox, cli ent svp, marketing and business development. "Their focus was on Business Week's insight and analysis, which are two aspects that make the magazine unique," he said.
DCA, the U.S. office of Tokyo-based Dentsu, presented ads in German, French, Japanese and Chinese. "The resources the worldwide Dentsu network brought together on this pitch process impacted our decision as well," said Fox.
"It's a singular brand in business information," said Doug Fidoten, shop evp, director of strategic planning.
The other finalists were Ground Zero and Margeotes|Fertitta + Partners, both New York. Incumbent Draft Worldwide defended its account of seven years, but dropped out of the review early on, sources said.
Draft's recent print work, themed, "Seize the week," did not translate globally, Fox said, adding that the magazine wants to expand in Europe, Asia and the U.S. to compete with its chief rivals, Forbes and Fortune.
Business Week's online component, which provides daily news, was also part of the review. That part of the business went to New York-based shop Elipze.
DCA will launch magazine and billboard ads in the second quarter.
The client, which is owned by The McGraw-Hill Cos., spent less than $5 million on media in 1999. It spent slightly more than that from January to October 2000.