Siebel Assigns Creative to Venables, Bell

LOS ANGELES Venables, Bell & Partners will work to elevate conversation of customer relationship management as a way of doing business after winning the creative portion of Siebel Systems’ $20 million account, the agency said.

The San Francisco-based independent was tapped for the global image assignment following a review. Venables, Bell was the sole agency that presented creative before Siebel Systems founder Tom Siebel. The other agencies that contended for the business were San Francisco shops Gardner Geary Coll and Kirshenbaum Bond & Partner West, both independents, and Omnicom’s DDB. Aegis Group’s Carat in San Francisco will continue to handle media buying for Siebel.

The San Mateo, Calif.-based client, which makes customer relationship management applications software, had worked with Publicis Groupe’s Publicis & Hal Riney in San Francisco for two years. The shop did not participate in the review.

Venables, Bell is charged with broadening Siebel’s message and reach, and is looking at using other forms of media beyond print, said agency creative director Paul Venables. The shop’s first work for Siebel is expected to break in early 2004.

“They’re a smart, young, talented, dynamic, very creative group of individuals,” said Andrew Salzman, vp of advertising, brand and customer references for Siebel. He added: “We are trying to increase marketplace perception of Siebel as a company that can enable business transformations.”