PeopleSoft Taps KB&P

2Bridge Software Chooses Leagas Delaney
SAN FRANCISCO–Kirshenbaum Bond & Partners West last week landed its first global client since opening for business in 1997, picking up software company PeopleSoft’s $15 million-plus advertising account.
The San Francisco agency was awarded creative and media duties on the account following a review that included crosstown shops Young & Rubicam and Citron Haligman Bedecarre. Incumbent Saatchi & Saatchi, San Francisco, resigned the account earlier this year [Adweek, Feb. 22].
Media buying will be handled by parent office KB&P, New York.
“KB&P West clearly understands the essence of the PeopleSoft brand … and the opportunities we have ahead,” said Jeff Pulver, vice president of corporate marketing for the Pleasanton, Calif.-based company.
“I feel we won this account because we pitched mostly ideas on strategy instead of worrying about creating campaigns,” said Nigel Carr, managing partner and general manager of KB&P West. “We asked them if they wanted to hire an agency or a campaign.”
Carr said although the PeopleSoft account is global, the focus will be on the U.S. market.
Separately, another business software firm, 2Bridge Software, awarded its $5-10 million account to Leagas Delaney, San Francisco, without a review.
The account–which will mark the agency’s first foray into business-to-business advertising–will include business magazine ads, East Coast radio spots and national cable TV commercials aimed at senior executives, said company officials.
2Bridge chief marketing officer Eileen Arbues said Leagas was selected because of its expertise at “executing humorous, consumer-oriented work for products that might not seem all that sexy.”