Revamped S.F. Agency Mouths Off | Adweek
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Revamped S.F. Agency Mouths Off

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Big Mouth Promises Great Creative Through an 'Honest' Approach
SAN FRANCISCO--Big Mouth Advertising has relaunched itself as a full-fledged creative agency offering what its executives call a "bullshit-free" approach to working with clients.
Heading up the revamped Big Mouth--formerly the freelance creative operation of Mike Yoffie and Todd Spina--is its new president, Mark Whitty.
Whitty joined Big Mouth from McCann-Erickson. For the past two years he was account director on the DFS Group business, which was handled out of McCann's San Francisco and Tokyo offices. Prior to that, he managed the Boston Market account at Goldberg Moser O'Neill, San Francisco.
"We've set off to be a bullshit-free creative agency," said Whitty. "We're going to focus our attention on just one thing: great creative."
Whitty said the agency's "honest" approach has helped it land some new business, including a $2 million account from business magazine PC Computing and a $3 million account from Avaterra.com, which operates "virtual worlds" online where people can interact with customized identities.
"There's something we're doing that's clearly resonating with some clients," said Yoffie. The partners, he said, "get to the heart of the matter" by asking potential clients about their brands first before offering ideas of their own.
"Most people aren't brave enough to do what we are doing," said Whitty. "We're telling clients, 'It's time for you to take back the responsibility for brand strategy.'"
Big Mouth will rely on other agencies for media buying, planning, account planning and the technological end of interactive duties in order to focus purely on creative, added Whitty.
The shop's billings are currently about $18 million. Its other clients include the newly merged Excite Home, for which the agency handles corporate and business-to-business duties and will launch an estimated $5 million online and print campaign this fall.
Lowe & Partners/SMS, New York, handles Excite Home's consumer-targeted advertising.