DMB&B Takes On

Agency Readies First Ads, Also Breaks New Blue Cross Campaign
LOS ANGELES-D’Arcy Masius Benton & Bowles, Los Angeles, has won a shootout for the ad account of, Santa Ana, Calif., the fourth high-tech client on the agency’s roster. Billings are $20 million, according to industry estimates.
Firstsource, a subsidiary of En Pointe Technologies, is an online business-to-business reseller of information technology products.
Other finalists in the review were Cole & Weber, Seattle; McCann-Erickson, Los Angeles; RiechesBaird, Irvine, Calif.; and TFA/Leo Burnett, Chicago, said director of marketing Bob Lorum. McCann dropped out late in the process and was replaced by alternate RiechesBaird, Lorum said.
“[DMB&B] had a better understanding of our business goals, and its creative messages were well-tailored and business-oriented,” said Lorum.
Print ads targeting businesses and the investment community could begin running in newsweeklies and financial publications within the next few weeks, said DMB&B/L.A. managing director Diane Krouse.’s marketing was previously handled in-house.
Meanwhile, DMB&B this month breaks new work for Blue Cross of California. The ads are tagged, “The power of Blue,” and position the client as a dependable, accessible option during turbulent times in healthcare.
One of two TV spots uses a fortysomething female rock climber who, as she’s climbing, says, “No one wants to be left hanging.” She goes on to extol the virtues of BCC and its 60-year history. The other spot uses a male kayaker to convey a similar message.
At the end of the spots, the climber’s rope and kayaker’s life vest turn blue. A voiceover delivers the company name and tagline over a graphic of BCC’s logo.
“It’s unique,” said DMB&B creative director Terry Belagia. “Healthcare ads usually say, “Have kids? Need coverage?”
“We’re using people who contemporize the brand,” added agency account group director Diane Dreyer.
The effort, which runs through year’s end, includes print and radio ads. Spending was undisclosed.