Sunbeam’s Roster Looks Cloudy

In the latest in a series of reversals, Sunbeam Corp. will continue to work with other agencies rather than consolidating its business at Ogilvy & Mather.
Carmichael Lynch in Minneapolis will retain ad duties for home security product manufacturer First Alert, purchased by Sunbeam last year. That acquisition, along with Signature Brands (marketer of Mr. Coffee appliances) and outdoor products marketer Coleman Co., spurred the Delray Beach, Fla.-based company to seek a single agency to handle a consolidated global account it valued at $160 million. Sunbeam spent only $17 million in 1997, according to Competitive Media Reporting.
Cleveland search consultant Rojek Marketing halted that review, however, after the June 15 ouster of Sunbeam chairman Al Dunlap. Rojek said Ogilvy here would retain lead status for the client and handle the expanded brand portfolio [Adweek, June 22].
Last week, Doug Kellam, vice president and general manager of Sunbeam’s health and safety division, said the First Alert account would stay at the Minneapolis agency.
“There’s no search and there’s no planned move to Ogilvy,” said Kellam, noting Carmichael was preparing a fall campaign that will stress the need to replace smoke detectors every 10 years.
Still unclear is the status of agencies for Coleman and Signature Brands. Executives at Wyse Advertising in Cleveland, which handled Mr. Coffee last year, said they have been contacted by Sunbeam officials, but do not know whether they will continue working for the client.
As for Coleman, most recently with Tarlow Advertising in New York, the “ultimate goal” is still to consolidate with Ogilvy, said a company representative. Officials at Rojek and Ogilvy could not be reached for comment.