Iomega Puts $30-35 Mil. Account in Play

Iomega has begun a review to find an ad agency for its estimated $30-35 million account.
The Roy, Utah-based company, which markets the Zip, Jaz and Clik! data-storage drives, is looking for a shop in the West, Midwest or Southwest, according to sources close to the review. The client also is looking for an agency with technology experience and a packaged goods and consumer marketing background. It has enlisted consultancy Select Resources International, Los Angeles, to assist in the search.
The review will be an accelerated one, with a decision expected by mid-May, sources said. The account includes creative and media duties. Although the scope of the account primarily encompasses domestic ad duties, the client also will look at agencies’ global capabilities.
Euro RSCG/DSW Partners, Iomega’s agency for the past 13 years, resigned the account last month over differences in the direction of the advertising, according to executives at the Salt Lake City agency [Adweek, Feb. 28].
Executives with the client could not be reached for comment at press time.
Iomega has undergone major changes in its senior management ranks over the past few months. Bruce Albertson, a former worldwide marketing executive for General Electric, took over as chief executive in January. Mark Lucas, executive vice president of product management and global marketing, also came on board this year and is said to be looking at ways to revamp the company’s marketing operations.
Iomega’s sales dipped in 1999 to $1.5 billion from $1.7 billion the year before. The client is expected to boost its ad budget as it expands its efforts to sell products through retail channels.
Ad spending was $12 million during the first 11 months of 1999, per Competitive Media Reporting. K