Hill, Holliday/Altschiller has set its sights on new prospects and the integration of recent wins after resigning from three accounts.
In the past several months, the New York shop has dropped Brown-Forman brands Canadian Mist and Southern Comfort, which billed $5-7 million, as well as the $4-5 million Greg Norman Collection account and the $3-5 million Loews Hotels account.
"A lot of times, agencies are afraid to let go of relations. We had the courage to realize it was time to end. There are no hard feelings," said chief executive David Altschiller. He cited the clients' lack of a budgetary commitment to advertising and philosophical differences as factors leading to the splits. All of the clients declined to discuss details.
The agency has wasted no time in attempting to return to the liquor category; it is one of four finalists in the $15 million global Jim Beam review.
It will also focus on campaigns for new clients such as Minolta, which has an account worth $20 million, as well as Riggs Bank and Dun & Bradstreet.
Brown-Forman in Louisville, Ky. assigned $10-15 million in billings for Canadian Mist, Southern Comfort and Early Times (previously without a lead shop) to The Martin Agency in Richmond, Va., which handles the client's Finlandia vodka account.
Loews here awarded its account to Ziccardi & Partners, New York, while Greg Norman tapped Gibb, Kelley, a New York boutique. Caroleen Mackin, vice president of marketing at the sports apparel marketer here, indicated the client will increase its 1999 ad budget, but did not specify an amount. All of the accounts were reassigned without reviews.