Ingalls, Deutsch in Brink’s Battle

Ingalls and Deutsch have emerged as finalists for Brink’s Home Security’s $10-15 million ad account.
Failing to advance last week were incumbent the Boston Group in Boston, pitching with FCB Direct in New York; Hill, Holliday, Connors, Cosmopulos in Boston; Lowe Fox Pavlika in New York; and Doner in Southfield, Mich.
Boston Group executives did not return calls seeking comment, but the impact of the Brink’s loss is expected to be severe. The account was believed to be the $35 million shop’s largest single piece of business.
Brink’s is expected to make a final decision within a week or two, said Mike Claggett, the New York-based consultant who is running the review. Brink’s executives did not return calls.
No speculative creative materials are required. Executives at the Irving, Texas, client may make a final decision based on last week’s capabilities presentations or they may ask for more information about compensation, staffing and potential ad strategy, Claggett said.
Ingalls and Deutsch advanced based on “their passion, energy and [belief in] doing things in a new way,” Claggett said. The finalists, however, stand in stark contrast to one another.
With $140 million in billings and sluggish growth in recent years, Boston-based Ingalls is best known as a regional consumer and retail shop, working for clients such as TJX Cos. and Radisson Hotels. The shop has a low creative profile and a laid-back management style personified by its conservative, bow-tied chairman, Bink Garrison.
With more than $800 million in billings, Deutsch in New York has been on a fast growth track and is Adweek’s reigning national agency of the year. Its creative work for Ikea, Mitsubishi, Snapple and other high-profile accounts is well regarded. Outspoken chief executive Donny Deutsch, renowned for his slicked-back hair and tailored suits, is viewed as an ambitious competitor.