BACKER SPIELVOGEL BATES





Overall Billings Growth: Down 10% to $976 million: (grade F)
Clients Lost: Mars Whiskas and Sheba food for cats: (grade B+)
New Clients: Primerica, TWA, and Actifed Sinus: (grade B-)
Growth From Current Clients: Down 9.2% or $100 million: (grade F)
Creativity: Magnavox and Miller Genuine Draft are strong. Latest pass at Hyundai shows some verve: (grade B+)
Management Savvy: Although new business performance has been weak, the agency has recovered from the bleeding of two years ago: (grade B-)
Teacher’s Comments: The ability of newly named ceo Michael Bungey to energize the agency’s N.Y. office will be the key to future growth.
Overall Grade: C
Copyright Adweek L.P. (1993)