Gateway Fires Agency

LOS ANGELES — Personal computer marketer Gateway has fired its creative agency, Siltanen /Keehn, El Segundo, Calif., after 10 months, the agency confirmed.

The San Diego-based client said that it is moving creative duties to the Arnell Group in New York and does not plan to hold a review for the $180 million-plus account. Two new spots from Siltanen /Keehn broke this week airing with a new tagline, “Gateway. A Better Way.”

A Gateway representative said that the new ads include design work created by the Arnell Group, part of Omnicom Group.

Siltanen/Keehn president Pam Keehn said, “We breathed new life back into the Gateway brand. We provided them with what is easily the best
advertising and comprehensive marketing in the company’s history.”

Gateway’s SVP of marketing, Brad Shaw, said the company had called on the Arnell group for design work over the past eight months. He noted that the decision to use Arnell for future work was a “natural evolution based on their past work.” He added that the Gateway will still call on other agencies for project work including direct mail efforts.

Siltanen/Keehn was a finalist in Gateway’s February 2001 creative review apparently won by Fallon, Minneapolis. Gateway was unable to come to terms with Fallon and turned to Siltanen/Keehn for project work, which resulted in a series of assignments, including spots featuring a talking cow and Gateway chairman Ted Waitt. In January, Siltanen/Keehn was named creative shop for the entire account.

Media, handled by Initiative Media North America, is unaffected.