West Agency Report Cards

ANDERSON & LEMBKEOverall Billings: Up 29%, to $131 million..................................................ANew Business: $89 million including Microsoft, Legent, Wells Fargo.....A+Growth From Existing Business: Up $8 million...........................................C+Business Lost: $34 million, mostly tech clients whose businesses conflicted with Microsoft..................DCreativity: Humor in business ads? A&L banished the snooze factor.....BManagement: Microsoft put agency on the map. Hans Ullmark"s unconventional style plays into where business/tech advertising is heading......ATeacher"s Comments: A&L could redefine the territory between product ads and consumer branding.Overall Grade:BDAILEY & ASSOCIATESOverall Billings: Down 5%, to $147 million............................................... D+New Business: $37 million, from Domino"s, Kaufman & Broad and Vons.. B+Growth From Existing Business: 0%..D+Business Lost: $3 million, via Gallo.....DCreativity: Dailey specializes in building solid brand images.......................BManagement: Longtime agency leader Phil Joanou left; Brian Morris moved up to partner with Cliff Einstein. Despite loss, the agency regrouped and won major reviews......................ATeacher"s Comments: Gallo could have been a major morale crippler for the agency. But Dailey recovered and started a new, exciting chapter.Overall Grade:BDAVIS, BALL & COLOMBATTOOverall Billings: Down 6%, to $139 million............................................D+New Business: $6 million from China Airlines and Knott"s Berry Farm..D+Growth From Existing Business: $4 million decrease..............................DBusiness Lost: $2.6 million..............BCreativity: DBC has positioned itself as a retail expert, with sales results more important than creativity.....BManagement: DBC is in few reviews, has philosophy of maintaining current clients..........................CTeacher"s Comments: Client McDonald"s changed its regional marketing philosophy. DBC benefited, but sometimes a shift in client strategy says it"s time to beef up the roster.Overall Grade:CEISAMAN, JOHNS & LAWSOverall Billings: Up 22%, to $197 million.................................................B+New Business: $20 million projected for "95 from entertainment start-up TheaFilm.......................................BGrowth From Existing Business: Up 22% or $36 million.........................ABusiness Lost: $18 million, from Neutrogena, Crystal Cruises, Domino"s.........................................CCreativity: Ambitious work for The Gas Co., but the agency"s got to pep up the work.......................................CManagement: Account losses in L.A. interrupted EJL"s effort to spruce up with new blood.........................CTeacher"s Comments: Looks like a deal is in its future.Overall Grade:C+EVANSGROUPOverall Billings: Up 9%, to $240 million.................................................C+New Business: $23 million from Papa Gino"s and Hardee"s Midwest.....BGrowth From Existing Business: Up $17 million.....................................C+Business Lost: $14 million including Pepsi Northwest, Wendy"s, Caltrans..................................................C+Creativity: Heavy retail reel ranges from ho-hum to imaginative.......C+Management: Agency reorganized internally in hopes of generating new activity and visibility...........C+Teacher"s Comments: Evans lacks image. If Evans wants recognition, it needs to move in markets like L.A., where it bought Stranger.Overall Grade:C+GOLDBERG MOSER O'NEILLOverall Billings: Up 31%, to $145 million..................................................ANew Business: $21 million from mix of small accounts: Nancy"s Specialty Foods, Accolade...............................BGrowth From Existing Business: Up 29%, or $32 million........................ABusiness Lost: $14 million including Golden Grain, EA Sports and Sutter Home.......................................D+Creativity: Solid, folksy, funny.....B+Management: GMO pitched big accounts, rarely won. Fred Goldberg keeps growing with small and medium-sized stuff......................C+Teacher"s Comments: GMO has lost some edge. Its upbeat creative deserves a bigger showcase.Overall Grade:BGOODBY, SILVERSTEIN & PARTNERSOverall Billings: Up 46%, to $316 million....................................................ANew Business: $87 million including Pacific Bell, DHL, Alaska Air..........AGrowth From Existing Business: Up $40 million......................................ABusiness Lost: $2 million, including Royal Viking..................................ACreativity: Risky, funny, memorable. Keeps the industry scrambling....A+Management: This team has incredible stamina to snag the best accounts while consistently plowing new creative ground. Tough new accounts such as Pac Bell show they"re also fast on their feet.....A+Teacher"s Comments: GSP proves it"s ready for major national status.Overall Grade:ALORD, DENTSU & PARTNERSOverall Billings: Up 17%, to $186 million....................................................BNew Business: $34 million from AST Research, Countrywide Funding Corp., Telluride...........................B+Growth From Existing Business: Up $11.3 million..................................C+Business Lost: $28 million, including HomeBase........................................DCreativity: AST is edgy and inventive, and Suzuki work jumps out. The rest is solid brand-building.....................BManagement: Smooth change to Andy Bielanski from Leonard Pearlstein. Is there a car company in their future? Stay tuned..........B+Teacher"s Comments: LDP needs something big to jump into the spotlight.Overall Grade:BHAL RINEY & PARTNERSOverall Billings: Up 45%, to $475 million......................................................B+New Business: $101 million, primarily from First Interstate Bank in S.F. and Bally"s in Chicago......................AGrowth From Existing Business: 0%...D+Business Lost: $10 million Matrix; Luigino"s............................................BCreativity: Riney"s folksy, emotive style is still a brand-builder. But it"s time to expand therange..............................AManagement: The shop still lacks a defining personality. It has been pulling out of risky reviews and capitalizing on existing accounts...........BTeacher"s Comments: Solid and steady doesn"t cut it. Riney needs to do more to stand apart from the pack.Overall Grade:BRUBIN POSTAER & ASSOCIATESOverall Billings: Up 45%, to $321 million....................................................ANew Business: $17.5 million including Philips, US West, Your Value Card...............................................C+Growth From Existing Business: Up $105 million from "93 addition of Honda dealers.................................ABusiness Lost: $6 million from Charles Schwab and Yokohama Tire.............BCreativity: RPA has a trademark wit and style. Honda regained luster.....AManagement: RPA continued to charm Honda, while adding five clients........ATeacher"s Comments: RPA lacks the wins and range of a Goodby. But work for major, conservative client Honda still pushes the envelope.Overall Grade: ATEAM ONE ADVERTISINGOverall Billings: Up 2.3%, to $212 million....................................................CNew Business: $2 million Revo Sunglasses, SunAmerica....................DGrowth From Existing Business: Up 6%, or $13 million..........................C+Business Lost: $12 million AST Computer, Beech Aircraft, Santa Monica Bank.........................................C+Creativity: Agency showed it can go both ways with new work for Lexus; irreverent creative for Adidas.....B+Management: Great job of relaunching Lexus, but came up empty in search for a second major client.....BTeacher"s Comments: Team One recently won America West. That could jumpstart the shop.Overall Grade:BWIEDEN & KENNEDYOverall Billings: Up 29%, to $280 million..................................................ANew Business: $62.5 million Microsoft and Neutrogena...........AGrowth From Existing Business: Up $25 million from Nike, Cola-Cola, ESPN.................................................BBusiness Lost: $15 million................CCreativity: W&K got a chance to stretch nationally beyond Nike with Microsoft..........................................AManagement: Shop dealt with new demands from Nike while digesting Microsoft..........................................ATeacher"s Comments: It"s no small feat to recover from a $70 million loss (Subaru) and land another biggie ($50-60 million Microsoft).Overall Grade:ACopyright ASM Communications, Inc. (1995) ALL RIGHTS RESERVED

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West Agency Report Cards

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