Bay Networks Kicks Off Review: 12 Ad Agencies and 4 Media Buying Shops to Make Presentations

BOSTON-Sixteen agencies are scheduled to meet with Bay Networks executives in the preliminary round of a review for the Santa Clara, Calif., networking company’s $10-12 million account.
Hill, Holliday, Connors, Cosmopulos, Ingalls Advertising and Partners & Simons, all in Boston, as well as incumbent media buying shop Freeman Associates in Wellesley, Mass., are among the contenders.
Other ad agencies invited to pitch are Amazon Advertising, Anderson & Lembke and Foote, Cone & Belding, all in San Francisco; Mendelsohn/Zien in Los Angeles; Campbell-Ewald in Warren, Mich.; The Martin Agency in Richmond, Va.; and New York shops Hampel/Stefanides and Mezzina/ Brown. J. Walter Thompson in New York was invited to pitch but has pulled out, replaced by Long Haymes Carr in Winston-Salem, N.C.
Media shops DeWitt Media in New York, ICG in Chicago and Western International Media’s Boston office are also slated to meet with Bay Networks officials.
Effective Marketing Strategies, a consulting firm in Marina del Rey, Calif., is overseeing the review.
Bay Networks is looking for an agency to produce strong brand-building messages, said vice president of brand management Jeff Brooks.
The 12 ad agencies and four media buying shops are being evaluated separately, Brooks said. However, the company has reserved the option of assigning the entire account, including both creative and media duties, to a single agency if it sees fit, Brooks said.
The 12 ad shops will meet with client officials early next month at the company’s marketing offices in Billerica, Mass., for presentations dealing with “strategy, positioning and personality,” Brooks said. Four to six finalists will then be chosen for a creative assignment, Brooks said.
The four media buying agencies are scheduled to meet with Bay Networks officials in mid-September.
A final decision is expected around Oct. 1, Brooks said.
Bay Networks scrapped a review for its creative assignment last year and retained Euro RSCG Dahlin Smith White in Salt Lake City.
A print campaign promoting Bay Networks’ “adaptive networking” technology appeared this spring. However, client and agency parted ways soon after. -with Hank Kim