McCann Closes Wieden's Windows

Win With A&L for Microsoft Product Could Lead to Merger in S.F. SAN FRANCISCO-McCann-Erickson and Interpublic Group of Cos. sister shop Anderson & Lembke are likely to merge their offices here in the wake of last week's joint win of Microsoft's Windows account, sources said. Spending has not been determined, but the introductory Windows 2000 budget is expected to be $50-100 million. The two ad agencies won Windows following a four-hour creative and strategic presentation last week in Redmond, Wash. The meeting was attended by representatives of five different Microsoft divisions plus a cadre of agency executives, some 40 people in all. Rob Schoeben, director of integrated marketing communications for Microsoft's business enterprise division, said McCann and A&L will handle the launch of Windows 2000 in North America, but that the assignment is not global. He added: "However, McCann's advertising will probably drive some brand strategy [internationally]." Sources said McCann and A&L executives were told by Microsoft that there would be global responsibilities. "Although the pitch was for Windows, they wanted to know the total capacity of our organization in case they need to draw on it in the future," said Don Dillon, president of McCann-Erickson North America. The winning pitch centered on McCann's global capabilities, its consumer insights and grasp of the communications world, "where it is, where it's going and how it needs to be serviced," Dillon said. Key players during the pitch: executive vice president and deputy creative director Jonathan Cranin; North American director of planning Eric Einhorn and McCann-Erickson WorldGroup's vice chair of client services Michael Sennott. In an earlier briefing with Microsoft, sources said McCann made a proposal to take on the client's $230 million global account [Adweek, May 10]. Dillon declined to discuss details of that meeting and Microsoft evp, chief operating officer Bob Herbold has denied any international changes will occur. As for merging the offices of McCann and A&L in San Francisco, Dillon said, "there is definitely talk of that, but a decision hasn't been determined." The combination would create an agency billing more than $500 million. One potential conflict: McCann's $30 million account of business software maker Siebel Systems. In March, IPG folded A&L in New York into Angotti, Thomas, Hedge, so a merger is not without precedent. Going forward, McCann's New York office is expected to provide strategic thinking, while creative and account service will be drawn from New York and San Francisco. A task force consisting of McCann and A&L executives is expected to establish the merged entity's new management structure. That will include determining the new roles of A&L's president, Nick Bishop, and McCann's general manager in San Francisco, Ron Benza, said sources. Wieden & Kennedy, Portland, Ore., retains corporate image duties for Microsoft, and just launched a new round of ads for the client. However, if McCann is successful with Windows 2000, it could be in line for more work. "We have to start ramping up with our new resource, and keep our eyes focused [on Windows 2000]," said Schoeben, who stressed that the fate of Wieden's remaining Microsoft business is "not what this is all about." A&L executives did not return phone calls. -with Angela Dawson

Brand Marketing

McCann Closes Wieden's Windows

Jane Irene Kelly

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Jane Irene Kelly