NEW YORK-Fallon McElligott best captured the spirit of MindSpring Enterprises' core subscribers in its winning pitch for creative duties on the Internet service provider's estimated $25 million account, the client said.
The New York shop's pitch was "really pretty close to what we historically felt" was true, said Lance Weatherby, the client's executive vice president of sales and marketing. The brand is "less about polish and more about honest," said agency president Alison Burns. Executive creative director Jamie Barrett said the pitch team's ideas reflected the Atlanta firm's dedication to customer service.
Agency chairman Pat Fallon also charmed Mindspring's principals, noting the agency and client would make a good fit, Weatherby said.
The other finalists were Ground Zero in Los Angeles; Bayless & Partners in Atlanta and McKinney & Silver in Raleigh, N.C. Incumbent Atlanta shops Huey/Paprocki (print) and Match (radio) did not defend. Media buying remains split, with some at Next Media in Dallas and the rest handled in-house. Media planning also went to Fallon.
Fallon advanced in the review on its work for Conseco financial services ("Step up") and Barrett's work for Nike at his last agency, Wieden & Kennedy. Coincidentally, MindSpring senior director of marketing Alex Kaminsky came from ESPN, another of Barrett's Wieden clients.
Fallon's first campaign is expected in September.
-with Jim Osterman