Berger Funds Invest in DiBona

DiBona, Bornstein & Random here has been assigned consumer ad chores for mutual funds provider Berger Associates in Denver after a review of undisclosed agencies.
Agency president Stan Bornstein said his shop will create and place a national print campaign for Berger, using financial magazines and major newspapers, though media plans are still being worked out.
With estimated billings near $8 million, the account will likely become the 20-person agency’s largest piece of business. The client spent $4.5 million on ads in 1997, according to Competitive Media Reporting.
DiBona’s modest size worked in its favor in the Berger review, ensuring the client that the agency’s top management will work on the business, said Berger representative Sally Carleton. The shop’s experience with financial services and packaged-goods clients should yield an “innovative” campaign, she said.
DiBona’s financial services expertise includes assignments for Warbury Pincus Funds, a client the shop will keep along with Berger, Bornstein said.
The Berger review was launched in the summer and initially included about 10 agencies from across the country [Adweek, July 20]. The client last worked with Lowe Fox Pavlika in New York, which was not involved in the competition.