FGI Qualifies For Semifinals Of Agfa Review

Six semifinalists have emerged in the review for the Agfa-Gevaert Group’s $10-12 million international business-to-business advertising account.
In the hunt are FGI in Chapel Hill, N.C.; Mullen in Wenham, Mass., DDB Needham in New York, which is pitching in tandem with its office in London; Grey Advertising in London; and J. Walter Thompson and Merkley Newman Harty, both in New York.
Ten-year incumbent Anderson & Lembke in New York was given the option of defending the Agfa-Gevaert account. The agency, however, never entered the review process, according to Skip Pile, president of Pile and Co., the consulting organization in Boston that is overseeing the search for the Antwerp, Belgium-based client.
No reason for the review was ever given. Officials with Anderson & Lembke did not return calls last week on the matter.
The assignment in play includes both creative and media development for Agfa-Gevaert’s digital imaging and graphics systems used in the medical, motion picture and other industries. The client’s better known film and related photographic products–which make up roughly one-third of its overall business–are not included in the account review, Pile said.
The photographic products portion of the business will remain with McCann-Erickson in New York regardless of the review’s outcome, Pile told Adweek.
The semifinalists will make presentations to Agfa officials in New York in mid-October. Three or four finalists will then be named.
A final agency decision is expected to come by the end of October or sometime in early November, according to Pile.
Pile has declined to discuss the scope of the work. Sources said the winning agency will be charged with creating both image and product advertising for use by Agfa in markets around the world.