2nd Above-Line Win For LLKFB

The “depth and breadth” of Lieber Levett Koenig Farese Babcock’s knowledge of Long Distance International’s business helped the direct marketing shop win its second above-the-line account.
An initial list of 30 agencies was pared to five, and then two, before LDI selected LLKFB here to handle the estimated $10 million account.
“The executives [at LLKFB] gave us a lot of confidence because of their thorough knowledge and the questions they asked,” said Richard Blume, chief operating officer of the Fort Lauderdale, Fla., client.
The other contenders were undisclosed; Barbara Schechter Consulting of Fort Lauderdale helped conduct the search.
LLKFB, which now handles business worth $60 million, will handle creative and media duties. Plans call for direct mail, a Web site redesign and TV spots–a first for the company. In the past, LDI used Florida and New York shops on a project basis. Blume expects the first work to break next month in three markets.
Small by AT&T standards, LDI claims about $60 million in annual revenue and 250,000 customers in 45 states. It serves another 100,000 consumers in Europe, to which it is connected by trans-Atlantic switches. LDI seeks to distinguish itself as a global provider with a focus on customer service.
During the review, LLKFB provided samples of its work for Casio, Prodigy and Xerox. Like Casio, LDI gives the shop a chance to show it can do more than direct response–this time for a relatively unknown client.
“That’s the exciting part–we get to make a brand with them,” chief executive officer Bob Lieber said.