Universal Names davidandgoliath

LOS ANGELES–The theme park division of Universal Studios has awarded davidandgoliath the creative portion of a $30-40 million account aimed at generating attendance for two attractions at its park in Orlando Fla., Universal Studios and Island of Adventure.

The two year old L.A. shop edged out the Richards Group of Dallas, which had made the finals after the other contenders were eliminated earlier this month. “It was their creative,” said Jim Yeager, senior vice president of public relations for Universal Studios Recreation Group when asked about the selection. “We were excited by the creative they presented and their high energy.”

Yeager would not comment on the budget and said he was uncertain when the work would break. Principles at davidandgoliath were unavailable for comment.

In addition to the Richards Group, the other shops vying for the business were: Doner of Southfield, Mich.; McKinney & Silver of Raleigh, N.C.; The Martin Agency in Richmond, Va. and Deutsch in New York. The Incumbent, Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York, did not participate.

DDB Entertainment of Los Angeles will continue to handle media spending. The appointment of a new agency comes less than a year after Universal’s chief marketing officer Wyman Roberts arrived from Darden Restaurants, where he led marketing for the Red Lobster chain.