Bay Networks Taps Hill, Western In Account Split

BOSTON-Hill, Holliday, Connors, Cosmopulos and Western International Media emerged victorious last week in separate reviews held by Bay Networks.
Hill, Holliday was awarded creative duties on the Santa Clara, Calif., company’s ad account. Hanft Byrne Raboy Abrams & Partners and Mezzina/Brown, both in New York, were finalists. The client this summer parted ways with incumbent Euro RSCG Dahlin Smith White in Salt Lake City.
Western International’s Boston office picked up the media buying assignment previously handled by Newton, Mass.-based Freeman Associates, which defended the account. DeWitt Media in New York and ICG in Chicago were the other finalists.
Overall billings on the business are estimated at $10-12 million.
Following a confusing early round in the creative search which saw a cut from 60 agencies to 12 contenders, five shops-the three finalists as well as Amazon Advertising in San Francisco and Long Haymes Carr in Winston-Salem, N.C.-were directed to present three campaigns apiece to client officials.
The review committee saw those efforts in two days and found them to be “unfocused,” sources said. Three finalists were then selected to make another round of presentations, said consultant Michael Marsak of Effective Media Strategies, Marina del Rey, Calif. Some agency executives privately criticized the process as overly time consuming and expensive, especially in light of the extra speculative work involved.
Bay Networks had difficulty completing a review last year. A creative search was halted and the account was reassigned to Dahlin Smith White, which fashioned a print campaign that broke in the spring. The client and agency split up shortly thereafter. -with Judy Warner and Katy Eckman