Long Haymes Carr Edges Martin, Ackerman For Siemens Wireless




ATLANTA-After taking a sabbatical from new business pursuits, Long Haymes Carr in Winston-Salem, N.C., was back in the game last week when it won Siemens Wireless Terminals’ estimated $7-10 million account.
The Richardson, Texas-based client selected Long Haymes Carr over fellow finalists The Martin Agency in Richmond, Va., and Ackerman McQueen, Irving, Texas.
“What we were looking for was somebody to help us build a brand, and somebody that really, really wanted to work hard and closely with us,” said Richard Lee, director of marketing for Siemens Wireless Terminals, a unit of Siemens Business in Santa Clara, Calif.
Steve Zades, chairman and chief executive officer of Long Haymes Carr, said the shop’s work for current client BellSouth Mobility DCS gave LHC insights into the telecommunications industry.
“We’ve been working in this category for well over two years, and we understand the consumer mind-set better than anyone,” said Zades.
The two accounts do not conflict because Siemens Wireless provides phone products; BellSouth Mobility DCS markets telecom services.
Agency vice chairman and chief creative officer Jim White said Siemens fits in well with LHC’s other team-oriented clients. “It’s not, ‘I’m the client and you’re the agency,’ ” White said. “It’s like, ‘How are we going to do this together?’ “
LHC will handle consumer and trade creative, media and promotional work. Image-building-utilizing TV, print and outdoor-will be balanced with local marketing. The initial task is launching Siemens’ digital phone wares in Northeast markets by year’s end.
After a strong new business run in 1996 that doubled its billings to $232 million, LHC had placed a moratorium on pitching potential clients while it focused on its creative product. The agency is a semifinalist in the review for Shoney’s Restaurants’ $26 million account [Adweek, Oct. 13].