Bozell: boxLot In, ZCentral Out

Internet auction site has selected Bozell Worldwide to handle branding and advertising and Burson-Marsteller for marketing and public relations. The combined account is worth $10-15 million, according to industry estimates.
Randy Price, vice president of strategic marketing for San Diego-based, said Bozell, Costa Mesa, Calif., and Burson-Marsteller, Los Angeles and San Diego, were selected because of their “proven ability to build and enhance technology-based consumer brands.”
Separately, it appears Bozell and client ZCentral will part ways before breaking any work. Sources said ZCentral, an online information and data sharing and management service based in Los Angeles, has narrowed its search for a replacement agency to one or two local shops.
ZCentral ended its relationship with Bozell after deciding the agency wasn’t producing creative work quickly enough, said a source familiar with the situation.
Bozell, which won the $10 million account in April [Adweek, May 3], is said to have a six-month contract, but ZCentral contends its deal was month-to-month, according to sources.
Agency and client representatives declined to comment.