2 L.A. Shops Chase Mall Account

Mall developer Westfield America has narrowed its review–the second it has conducted in a year–to two Los Angeles agencies, sources said.
Still vying for the estimated $4 million account are Italia/Gal and Kovel/Fuller, said a source familiar with the review. The two were chosen from a field of nine or 10 agencies, said the source.
Nora Hund, vice president of marketing at Los Angeles-based Westfield, confirmed that a cut had been made in the review, but declined to reveal specifics before all involved parties were notified.
A final decision could be made soon, and Westfield hopes to break a new TV campaign by the first of the year, Hund said.
DDB, Los Angeles, won the account in February, succeeding Foote, Cone & Belding, Los Angeles. While the client was pleased with DDB’s work, the parties made a “mutual business decision” to part ways, Hund said. “We think they are a top-flight firm,” she said.
One source said DDB’s service came at too high a price. “They were servicing the hell out of them, but it cost too much,” the source said.
The client, which is owned by Australian real estate conglomerate Westfield Corp., is seeking “a creative firm with a strong emphasis on retail sales promotions,” Hund said.” K