NEW BUSINESS: IS IT WORTH THE TROUBLE?

As L.A. agency execs chase a burst of new business after a long, dry spell, they’re asking whether the cumbersome, early round process is worth the trouble.
‘The business climate is tougher, clients are seemingly uncomfortable with making decisions capriciously and are hiring a bevy of consultants and trying to ferret out every detail about every agency,’ said Mendelsohn/Zien, L.A. president Richard Zien.
After a long wave of quiet, reviews for five major accounts emerged simultaneously: $15-20 million HomeBase, $10-15 million Baskin-Robbins, $10-million Secure Horizons, $8-10 million Sega of America and $25-30 million First Interstate Bank.