DMB&B Wins Good Housekeeping Account

Good Housekeeping magazine has awarded its estimated $1-2 million trade advertising account to D’Arcy Masius Benton & Bowles following a review.
The account, which has been inactive for about two years, was previously handled by Jordan, McGrath, Case & Taylor in New York. The agency chose not to defend the business.
Agencies that had pitched the account, sources said, included The Richards Group in Dallas, which confirmed its participation, and Campbell Mithun Esty in Minneapolis, which declined comment. Sources also said that Bozell in New York dropped out before the short list was determined.
Carol Schuster, managing director of DMB&B’s New York office, led the pitch team, which included group account director Courtney Day, strategic planner Collette Tully, media director Neil Asher and creative directors Pat Chiono and Robert Woolcott.
The Hearst Magazines publication had been talking to shops since June about an upcoming fall campaign to promote the Good Housekeeping Seal, the magazine’s official emblem of product approval since 1909. The seal was redesigned in July and promoted with a $2-3 million consumer campaign, handled in-house.
Good Housekeeping publisher Pat Haegele hopes the trade campaign will make advertisers and their agencies more aware of the seal’s high level of recognition among consumers.
The campaign will run in trade magazines throughout the first quarter of 1998. Good Housekeeping’s circulation declined 8 percent to under 5 million in the first half of 1997.
DMB&B executives declined to outline the creative ideas that won the pitch.