Deutsch LA Poised to Win
NEW YORK–The Marina del Rey, Calif., office of Deutsch/LA is the apparent winner of the $25 million account of, a travel Web site owned by Microsoft, sources said. Sources identified the other contenders as incumbent McCann-Erickson, Seattle; Young & Rubicam, San Francisco; and Berlin, Cameron & Partners, New York. Also last week, Microsoft said it planned to spin off and sell part of it in an initial public offering. Microsoft would keep a majority stake in the site, but it would be operated separately from the Redmond, Wash.-based software giant.
Saatchi Breaks Youth-Targeted Marketing Effort
DETROIT–Toyota Motor Sales USA and Saatchi & Saatchi Los Angeles launched a marketing effort last week designed to tap the youth market. The car maker and agency, both Torrance, Calif., also launched a new Web site designed specifically for 18-to-34-year-olds ( Ads for the all-new ECHO subcompact and the Celica sports coupe break in October. Ads for the all-new MR2 Spyder convertible will break in the spring.
Reviews Roundup Calif. Unit Narrows to 2
The California Department of Health Services Tobacco Control Section has named incumbent Asher & Partners, Los Angeles, and Runyon, Saltzman & Einhorn, Sacramento, Calif., as finalists for its $44 million account, said sources. … Edmund’s, the car pricing guide publisher, is looking for a shop to handle an estimated $10 million in ad duties for its Web site,, said a client rep. Several West Coast shops have received RFPs from the Los Angeles-based client, which are due back within the next few weeks. There is no incumbent. Goldberg Moser O’Neill, San Francisco, has been awarded the estimated $6 million ad account of PlaceWare, a provider of Web conferencing services over the Internet. GMO, San Francisco, which is the client’s first ad agency, will launch a business-to-business print campaign for PlaceWare next month. A decision is due shortly in Hitachi Data Systems’ search for an agency to handle a new account, estimated at $20-30 million. Doremus, New York and San Francisco, The Lord Group, New York, and Bozell, San Mateo, Calif., made final presentations to the Santa Clara, Calif., client last week, sources said.
Accounts Roundup … The Syndicate Wins Dot Com, an online horse-race wagering site, has awarded its $15 million integrated ad and marketing account to The Syndicate, a conglomerate of shops set up by Ogilvy & Mather North America. WongDoody, Santa Monica, Calif., will handle creative duties and Ogilvy & Mather’s Los Angeles office will handle direct marketing and media buying. … Foote, Cone & Belding, San Francisco, has been awarded the $10 million ad account of FCB will create a broadcast and print campaign to launch the Web site. FCB won the business following a review that included five undisclosed Bay Area agencies.