A&G Lands Biggest Client Yet

Allen & Gerritsen this week will launch a global print campaign for Newcourt Credit Group, the Toronto-based financial services giant that recently purchased AT&T Capital Corp. in a deal valued at $1.6 billion.
The ads will introduce Newcourt, a virtual unknown outside Canada, to business communities in the United States and overseas.
The effort also seeks to trumpet the company’s absorption of Parsippany, N.J.-based AT&T Capital, which will now operate under the Newcourt name, according to sources familiar with the campaign.
The ads will run for at least two months in The Wall Street Journal, Financial Times and various business publications in the U.K., Australia and elsewhere, sources said.
Newcourt spokesperson Evan Ard confirmed the hiring of Watertown, Mass.-based Allen & Gerritsen but declined further comment. Agency president Paul Allen did not return calls by press time.
A large-scale branding effort for Newcourt, primarily print-based but possibly including broadcast executions, is scheduled to break early next year, sources said.
Overall annual spending will be $10-15 million, sources said.
Allen & Gerritsen was tapped to handle Newcourt’s creative and media assignments following a quiet review of agencies in the U.S. and Canada, according to sources.
The shop, a business-to-business, technology and financial marketing specialist, displaced several undisclosed agencies that had worked for either Newcourt or AT&T Capital. Some of the incumbents may be retained for project work, sources said.
Newcourt, a publicly traded investment banking concern that claimed a $26 million profit last year on sales of $223 million, is believed to be Allen & Gerritsen’s largest single account and will likely push the shop’s annual billings close to the $60 million mark.
–with Judy Warner