New Ideas Help 2 Shops Keep Their Clients

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Incumbents in two highly visible West Coast reviews have overcome the odds and retained their accounts in the past few weeks by offering fresh approaches.
Two weeks ago, Mendelsohn/Zien Advertising in Los Angeles preserved its five-year relationship with BMW of North America’s Western Region Dealer Association by putting aside what it knew about the client, said Claudia Caplan, an MZA creative director who worked on the pitch.
“We went into it as though we were any other contender and tried to view it through fresh eyes,” Caplan said.
MZA retained the estimated $19 million BMW account after a review that included Southern California shops dGWB in Irvine and Kovel Kresser & Partners in Venice.


AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in