Dweck! To Close Its Doors

NEW YORK-Nine-year-old creative boutique Dweck!, New York, is closing its doors in a few weeks.

Chairman and creative director Michael Dweck said he is shuttering the shop to pursue other opportunities. “The problem with a small business is you have both creative and business management responsibility,” he said. “I want to get back to what I was doing at the beginning, [just] creative. … Now I have flexibility.”

Sources said agency revenue has declined this year, and the agency was unsuccessful in new business pitches including the account for the PBS documentary “Evolution.”

Despite the slowdown Dweck resisted laying off staff members, using interim measures instead, such as hourly cutbacks, said sources. Dweck confirmed these measures but said they had nothing to do with his reasons for closing the shop.

The 14-employee New York-based shop claimed billings of $30 million and handled accounts including UPN and Comedy Central. Dweck! has been honored at many awards ceremonies, including the International Advertising Festival in Cannes, The One Show and the Art Directors Club. Dweck is perhaps best known for his Gold Lion-winning 1-800-Dial-a-Mattress campaign featuring a talking squirrel.