Burnett Drops Glad Account

Unable to take on First Brands’ whole account, Leo Burnett last week resigned its piece of it.
The agency announced Friday that it had resigned First Brands’ Glad and Glad-Lock lines, a $6 million account in 1997, according to Competitive Media Reporting.
Linda Wolf, president of Leo Burnett U.S.A., explained the resignation as a result of Danbury, Conn.-based First Brands’ desire to consolidate creative and media responsibilities for all its brands at a single agency. First Brands wanted Burnett to participate in a review for the business, according to a memo to agency staffers from Wolf, but the agency declined because its Amoco Oil account would conflict with First Brands’ STP line of automotive products. Burnett has handled Glad since 1961, when it was owned by Union Carbide.
Amoco, a Burnett client since 1996, spent $30 million on advertising in 1997, according to CMR data.
Burnett said it told First Brands in April it could not be considered for a consolidated account.
First Brands did not return calls seeking comment on the status of the review, which Burnett said includes the two other incumbents. Young & Rubicam, New York, handles creative duties on the $11 million STP business; its Media Edge unit buys STP media. McCann-Erickson in New York handles creative and media duties on First Brands’ cat litter products.