Hill, Holliday, Connors, Cosmopulos' addition of the LoJack account last week should give the shop's lead office some much needed momentum.
LoJack, worth an estimated $10-12 million, is the Boston office's largest and highest-profile new-business addition in a year that saw agencies nationwide grapple with dwindling new-business prospects and client budget cuts. The win also eases the loss of Fidelity Investments, which in late summer moved as much as $50 million in mutual fund and retirement advertising to Arnold, Boston.
In securing LoJack, Hill, Holliday upended Interpublic Group sibling Mullen, Wenham, Mass., and New York's Margeotes|Fertitta + Partners in the final round of a two-month review overseen by Boston's Pile and Co. The account had previously been held by Greenberg Seronick O'Leary & Partners, Boston, for about five years.
Hill, Holliday executives are eager to gain momentum as the shop looks ahead to new-business pitches that could include General Motors' Saturn division. The automaker has talked to Hill, Holliday and others about the launch of its Ion vehicle [Adweek, Nov. 19].
"We saw a number of terrific agencies, but chose Hill because of the breadth and depth of capabilities," said Donna Driscoll, vp/marketing at Dedham, Mass.-based LoJack, a provider of stolen-vehicle recovery systems.
Driscoll cited the experience of Hill, Holliday's pitch team in the automotive and retail sectors—particularly efforts for Dunkin' Donuts—as key factors in the agency's hire.
Leading the pitch was evp/group account director Tom Jump, who joined the agency earlier this year from Buick, where he had been advertising director. Also contributing were group creative directors Marty Donohue and Tim Foley, who led the Dunkin' team; associate creative directors Eivind Ueland and Doug Gould; Kristi Argyilan, media director; Bill Lynn, evp and managing director of the agency's interactive division; and Rowena Alston, brand planner.
Hill, Holliday is charged with creating ads to push the client's existing vehicle recovery systems and open new channels of distribution, such as insurance carriers partnering with LoJack.
"We're excited about the chance to help [the client] expand and grow," said agency president Mike Sheehan. Work is due in the spring.