Casio on the Move Again

Lieber, Levett, Koenig, Farese, Babcock, the fast-growing integrated communications agency, has picked up Casio’s estimated $8-10 million advertising account without a review.
The New York shop won the business from advertising consultancy Fresh Carats, also in New York. That shop won Casio’s ad account after a review in April.
Reasons for the change are unclear, but sources said Fresh Carats was viewed as a “transitional” shop hired to give Casio a new ad direction.
LLKFB, which had participated in the spring review, will handle television, print and in-store advertising, as well as direct marketing and media planning. Active International in Pearl River, N.Y., handles media buying for Casio, a marketer of watches, personal computers, calculators and cameras.
“We selected LLKFB based on the agency’s broad range of communications experience,” said Patricia Carrasco, director of advertising, public relations and marketing services for the Dover, N.J.-based company. “They have a proven track record of success.”
Agency chairman and chief executive Bob Lieber said the win proves that LLKFB is “more than just” a direct marketing agency. “We’ve built a foundation on direct marketing,” he said, “but we use all the tools to accomplish our business goals.” The agency–founded last year by a group of breakaway executives from Lowe Direct in New York–now has $50 million in billings, he added.
LLKFB, which has an alliance with Saatchi & Saatchi Advertising here, is currently in discussions to acquire two New York-based agencies and may open a San Francisco office.