A media consolidation by Mattel is good news for Ogilvy & Mather's Los Angeles office. O&M/L.A. handles about two-thirds of Mattel's planning needs and has AOR buying assignments for spot, cable, all adult TV, print and radio. Foote, Cone & Belding handles a third of Matters planning, and buys kids network and kids syndication. Total spending by Mattel is gauged at $86.1 million in 1992 by Competitive Media Reporting. If media is consolidated, O&M is likely to be the beneficiary because most of Fisher-Price's advertising is targeted at parents, not children. FCB is expected to retain its kids AOR assignments.
The loser would be Los Angeles-based Western International Media, which handles media for Waring & LaRosa/N.Y., Fisher-Price's agency. Fisher-Price spent $33.3 million in measured media in 1992. The bulk of that went to network TV ($14.9 million) and consumer magazines ($10.7 million).
One of the people who will be central in the decision on whether to consolidate media is Rick Dellacquilla, the director of advertising services at Mattel. Dellacquilla, who joined the El Segundo, Calif., company from Campbell Soup in June, is Matters top internal media exec. He was unavailable for comment last week. The prospect of winning Fisher-Price's media makes Ron Reilly, senior vp/executive media director at O&M/ L.A., as happy as a kid in a toystore. "I would vote big in favor of it," he said. "When companies make acquisitions like that one, it's done to gain economies of scale. Consolidating media would take advantage of those economies of scale.".
Copyright Adweek L.P. (1993)