Greenberg Misses LoJack Finals

Greenberg Seronick O’Leary & Partners is mulling staff cuts as it prepares for the departure of client LoJack.

The Boston shop, which has handled advertising for the provider of stolen car recovery systems for nearly six years, failed to advance to the final round of the client’s current agency review.

LoJack last week named Hill, Holliday, Connors, Cosmopulos, Boston, Mullen of Wenham, Mass., and Margeotes|Fertitta + Partners, New York, as finalists in the competition being managed by consulting company Pile and Co. of Boston. Bates, Grey and Lowe Lintas & Partners, all New York, along with the incumbent, had been semifinalists.

The client is expected to spend $10-12 million on ads next year as it seeks to expand its regional base; annual spending has been in the $6 million range.

“There will probably be a couple of layoffs” stemming from LoJack’s imminent departure, said Terry O’Leary, president of Greenberg Seronick, which currently employs about 40 staffers. O’Leary said the size and scope of the cuts have not been determined, but he vowed that they will be kept to a minimum. “This will not really have a gigantic impact on the agency,” he said.

The search was launched in September by Donna Driscoll, Lo Jack’s new vp of marketing. She did not return calls last week.

LoJack’s decision “is not a big surprise,” said O’Leary. “About 90 percent of the time [with] new management, they’ll change agencies.”