Epson America has awarded its estimated $20 million ad account to DDB Needham's Los Angeles office, after a three-month review.
The agency prevailed over three other finalists: The Richards Group, Dallas; Rubin Postaer and Associates, Santa Monica, Calif.; and Seiniger Advertising, Beverly Hills, Calif. Although the Torrance, Calif.-based company was considering unbundling its media, DDB was awarded both creative and media duties.
Epson executives complimented all of the finalists on their presentations, but said DDB demonstrated "the best strategic thinking and insights" into the printer company's business. The decision, they said, was unanimous.
"It was really a combination of the agency, its presentation and the people," said Jeff Marks, Epson's director of marketing communications.
"What's exciting about this is [Epson's] firm belief in marketing communications and how it will be used to leverage and impact their market share," said Dave Park, president of DDB's Los Angeles office.
The review was handled by Mike Marsak, president of Effective Marketing Strategies in Marina del Rey, Calif.
Creative and media presentations were made last week. The finalists were compensated for their work, Marsak noted.
Ammirati Puris Lintas, New York, resigned the Epson account last November, saying it was "unable to reach a new financial agreement" with the client. The shop had handled the account since mid-1995.
DDB is expected to begin work immediately on completing some projects for Epson and will soon develop campaigns for new products.