Hoovers Taps 3 Texas Finalists

Publicis Dallas, Temerlin McClain, TFA/Leo Burnett Make Cut
DALLAS–Hoovers Online has put its $10-12 million advertising account into review, less than a year after breaking its first national branding campaign from GSD&M.
The Austin, Texas-based online provider of company and financial information recently narrowed its agency search to three finalists: Publicis Dallas; Temerlin McClain in Irving, Texas; and TFA/Leo Burnett in Austin.
Three other semifinalists were eliminated in the review’s final cut: Bozell Kamstra Texas and SicolaMartin, both Austin, and GMO/Hill, Holliday in San Francisco.
Hoovers parted ways with GSD&M in March, temporarily moving its account to M2K in Austin, an $8 million agency with clients including Compaq, Intelli-quest and i2 Technologies.
“They [GSD&M] are a top agency and they have great consumer accounts, but we really need an agency that’s a lot more b-to-b focused and who are really experts in online buying,” said Jani Spede, Hoovers senior vice president of advertising and e-commerce.
Spede...