$25-30 Mil. J.D. Edwards Account in Review

Software company J.D. Edwards is searching for an agency to handle its $25-30 million creative and media account.

As the Denver company looks to increase sales outside the U.S., it has issued an RFP to eight U.S. shops with global capabilities, said J.D. Edwards contractor Sara Hansen, who handles marketing projects and is leading the search.

Proposals and case histories are due on July 26. A cut to three agencies is planned for Aug. 1; presentations will be held at J.D. Edwards in mid-August, and a decision is expected at the end of the month.

While the client seeks a shop to create ads primarily for the U.S., Latin America and Canada, it will also look to that agency to work with J.D. Edwards agencies throughout the world, Hansen said.

J.D. Edwards has worked with NeoBrands in Costa Mesa, Calif., since 1999. The agency will participate in the review.

“J.D. Edwards has been through a lot of changes. There is a re-evaluation of everything going on in terms of how J.D. Edwards presents itself to the marketplace,” said Hansen.

J.D. Edwards posted losses the last two years, and cut its workforce by 800 employees (14 percent) last year and laid off another 400 in May. The company also saw significant senior-staff turnover after Doug Mas sin gill succeeded Edward Mc Vaney as CEO. COO Dave Girard resigned and was replaced by Hank Bonde, former president of the defunct LA Cellular, and Les Wyatt arrived as chief marketing officer.

“This is a very tough market, and there have been a lot of external changes in the marketplace and dramatic changes internally as well,” said NeoBrands CEO Chip Shafer. “We’ve survived what’s gone on, and I suspect we’ll survive this, too.”

NeoBrands’ ads for J.D. Edwards has included print and online executions featuring the message, “Collaborate or die.” That work has been translated into eight languages for worldwide use, Shafer said.

The company spent roughly $10 million last year, per CMR, substantially less than competitors. Cisco spent approximately $45 million; Oracle, $40 million; PeopleSoft, $28.1 million; and SAP, $65 million.