Think Switches Clients

Think New Ideas is losing one of its largest clients, Oracle, but replacing it with a potential big bucks startup called DirectWeb.
Think, based in Los Angeles and New York, is saying goodbye to software maker Oracle and its estimated $30 million account after nearly four years. “They are putting the account into review. We are not defending it,” said Think chief creative officer Larry Kopald. The split is due to creative differences, sources said. Kopald said he wished Oracle well.
Oracle, Redwood Shores, Calif., known as a difficult, demanding client, will likely stage an agency search to find Think’s successor. Two contenders could be DDB Needham and TBWA/Chiat/Day. DDB was tapped to handle Oracle’s $60 million international business last year, and chairman Larry Ellison is friends with Steve Jobs, co-founder of TBWA/C/D client Apple Computer.
Meanwhile, Think launches DirectWeb this week under the theme, “This is big.” The Mount Laurel, N.J.-based startup is offering consumers unlimited Internet access, a portal and a free PC for a monthly fee starting at $19.95.
Glenn Goldberg, DirectWeb’s vice president of marketing, predicted ad spending will surpass $40 million. “Our ultimate goal is to gain 1 million subscribers in two years,” he said.
Separately, sources said True North’s Modem Media.Poppe Tyson is in talks to buy Think. Think declined comment. MMPT did not return calls. Omnicom Group, which also declined comment, holds an investment of about 14 percent in Think.
–with Adrienne Mand