Heater Dropped From Scudder Pitch; Future Role Uncertain

Although Heater Advertising failed to advance in the review for Scudder Kemper Investments’ estimated $15-20 million account, agency principal Bill Heater said his shop will not be affected.
Sources close to the client believe, however, that work now created by Scudder’s roster shops will be consolidated at the agency that wins the current pitch.
“I think we’re fine,” Heater said. “The pitch was for incremental work. We’ll still be doing work for the 1-800 Scudder stuff.”
Advancing in the review were Grey Advertising and Gotham, both in New York, as well as incumbents Impact Communications in Chicago and Saatchi & Saatchi in Toronto.
Eliminated from contention were Boston-based Heater; fellow roster shop W.B. Doner & Co., Southfield, Mich.; and Grace & Rothschild and Angotti, Thomas, Hedge, both New York. Doner officials said the agency would retain its Scudder assignment.
Heater has serviced Boston-based Scudder for several years, launching the mutual fund’s first brand-building campaign. Heater said the cut only means losing the chance to create work for the overall Scudder brand.
The creative boutique services only a small group of clients that includes Scudder. Heater also handles assignments for Reebok International, Anheuser-Busch and new client Priceline, an Internet service that researches the lowest price on airline tickets, new cars and home mortgages. Heater also works for Fleet Financial Group on a project basis.
–with Tanya Gazdik