2 Opposites Attract Brink’s In Final Round

Ingalls here and Deutsch in New York emerged as finalists for Brink’s Home Security’s $10-15 million advertising account.
Both agencies were asked to submit further materials last week, with a decision expected this week, said Mike Claggett, the New York-based consultant who is conducting the review. Brink’s executives did not return calls. Those failing earlier to advance in the review of the Irving, Texas-based client were incumbent Boston Group here, pitching with FCB Direct in New York; Hill, Holliday, Connors, Cosmopulos in Boston; Lowe Fox Pavlika in New York; and Doner in Southfield, Mich.
Boston Group executives did not return calls seeking comment, but the impact of the Brink’s loss is expected to be severe. The account was believed to be the $35 million shop’s largest piece of business.
No speculative creative materials are required. Executives at Brink’s may make a final decision based on recent capabilities presentations, or they may ask for more information about compensation, staffing and potential ad strategy, Claggett said.
Ingalls and Deutsch advanced based on “their passion, energy and [belief in] doing things in a new way,” according to Claggett. The finalists, however, stand in stark contrast to one another.
With $140 million in billings and sluggish growth in recent years, Ingalls is best known as a regional consumer and retail shop, working for clients such as TJX Cos. and Radisson Hotels. The shop has a low creative profile and a laid-back management style personified by its conservative chairman, Bink Garrison.
With more than $800 million in billings, Deutsch in New York has been on a fast growth track and is Adweek’s reigning national agency of the year. Its creative work for Ikea, Mitsubishi, Snapple and other high-profile accounts is well regarded. Outspoken chief executive Donny Deutsch, renowned for his slicked-back hair and tailored suits, is viewed as an ambitious competitor.