Bay Networks to Evaluat 12 Agencies, 4 Media Shops

BOSTON-Sixteen agencies are scheduled to meet with Bay Networks executives in the preliminary round of the Santa Clara, Calif., computer system firm’s advertising review.
Contenders pursuing the estimated $10-20 million account include: Amazon Advertising, Anderson & Lembke and Foote, Cone & Belding, all in San Francisco; Mendelsohn/Zien, Los Angeles; Campbell- Ewald, Warren, Mich.; The Martin Agency, Richmond, Va.; Ingalls Advertising, Partners & Simons and Hill, Holliday, Connors, Cosmopulos, all in Boston; incumbent media buying shop Freeman Associates, Wellesley, Mass.; and Hampel/Stefanides and Mezzina/Brown, both in New York.
J. Walter Thompson in New York was invited to participate in the review but declined. JWT’s spot was taken by Long Haymes Carr of Winston-Salem, N.C.
Media shops DeWitt Media in New York, ICG in Chicago and Western International Media, pitching from its Boston office, are also slated to meet with officials of Bay Networks in the coming weeks.
Effective Marketing Strategies, a consulting company in Marina del Rey, Calif., is overseeing the process.
The client is looking for an agency to produce strong brand-building messages, said Jeff Brooks, vice president of brand management at Bay Networks. The 12 advertising agencies and four media buying services are being evaluated separately, Brooks said. The company, however, has reserved the option of assigning the entire account to a single agency if it sees fit, he said.
The 12 ad agencies will meet with Bay Networks officials early next month at the client’s marketing offices in Billerica, Mass., for presentations dealing with “strategy, positioning and personality,” Brooks said. Four to six finalists will be chosen for a creative assignment. Media firms will see the client in mid-September. A final decision is expected around Oct. 1. -with Hank Kim