Siebel Reviews Its $20-30 Mil. Global Account

Siebel Systems is in the early stages of a review for its newly expanded global advertising account, sources said. The San Mateo, Calif.-based business software company plans to spend $20-30 million on a range of ads, possibly including TV.
The client has approached a number of undisclosed consumer-focused ad agencies that have technology experience and ties to international networks. The 6-year-old company worked with Anderson & Lembke, San Francisco, in the mid-1990s until the shop resigned the business in 1997. Since then it has worked with a small undisclosed agency in Northern California, sources said. It was not clear if that shop will be invited to participate in the review.
The West Coast review is being overseen by Siebel executives Doug Laird and Geoff Watson, said sources. Company officials were unavailable for comment last week.
Siebel reached nearly $400 million in international sales last year, two years after it went public. It was co-founded by Tom Siebel, a former sales executive at Oracle, and its software systems are designed to help corporate sales and service personnel get instant and up-to-date information on customers and products.
Siebel recently entered a partnership with PeopleSoft, another corporate software company that is holding an agency review. Despite their ties, the two companies are expected to seek separate agencies due to conflict issues.
One of Siebel’s newest services, unveiled last month, is a Web site ( that offers sales tools, information on sales prospects and travel services.
Vying for the $10-15 million PeopleSoft account are Young & Rubicam, Citron Haligman Bedecarrƒ, Euro RSCG/DSW Partners and Kirshenbaum Bond & Partners West, all in San Francisco.
–with Andrew McMains and Jane Irene Kelly