Laird + Partners Fills Gap Following Modernista!
NEW YORK—Clothing retailer the Gap has awarded creative duties on its adult, kids and baby brands to a startup agency in New York that will be called Laird + Partners. Laird begins with one other client: Donna Ka ran. Founder Trey Laird previously steered Donna Karan's in-house marketing efforts as corporate creative director. The Gap assignment encompasses traditional advertising, direct mail and in-store marketing. The San Francisco-based retailer recently broke with Boston's Modernista! after more than a year with the shop [Adweek, March 4]. Laird will work in tandem with the San Francisco client's in-house agency. Gap spent about $100 million on measured media last year, according to CMR.
Cisco Systems Cuts to 3
SAN FRANCISCO—Cisco Systems has named three finalists in the review for its $50-60 million account. Grey and JWT & Tonic, both in San Francisco, and TBWA\Chiat\Day, Playa del Rey, Calif., advanced and will make final presentations in late May or early June. San Francisco shops Arnold and Young & Rubicam, and Deutch/LA, Marina del Rey, Calif., were eliminated. The business had been handled by Hill, Holliday, Connors, Cosmopulos, San Francisco, and its predecessors for more than a decade.
ING Direct Selects BBH
NEW YORK—ING Direct selected Bartle Bogle Hegarty last week following a review. BBH, New York, overcame crosstown shop Berlin Cameron/Red Cell and The Martin Agency in Richmond, Va., for the assignment. The Wilmington, Del., client's overall budget is expected to be $50 million. Howard, Merrell & Partners of Raleigh, N.C., had previously handled the account. Pile and Co., Boston, oversaw the review.
PreVision Brings Wilson Aboard
BOSTON—PreVision Marketing in Lincoln, Mass., has hired advertising veteran Mark Wilson as executive creative director. Wilson will lead the agency's creative- services group and support new-business initiatives. He will also handle the demand for the interactive team's CRM and e-marketing services. Prior to joining Pre Vision, Wilson was managing director of Type T, an e-commerce company he co-founded. He has also held posts at Wenham, Mass.-based Mullen and Boston's Ingalls. PreVision's clients include Qwest Communications, Stride-Rite and Monster.com.
Mascola Picks Up More Chores for Boating Client
BOSTON—Mascola Advertising, New Haven, Conn., has picked up global-marketing chores for Lewmar, a U.K.-based manufacturer of equipment for sail and power boats.
HBO said last week that it has decided not to pursue a relationship with Berlin Cameron/Red Cell. Furthermore, the assignment at issue was worth "five figures," not the $7-10 million previously reported [Adweek, March 11], according to a client representative.