Warwick Adds Lexmark

Lexmark has handed Warwick Baker O’Neill creative duties on its computer printers– combined consumer and business-to-business account that sources said is worth $25 million– Following a review involving undisclosed shops.
The win has a personal significance for the New York agency’s president and chief creative officer, Kevin O’Neill, as it returns him to the computer category. O’Neill’s last technology client was IBM, when he was at the former Lintas Worldwide.
“Technology is a category where agencies can paint with a very bright brush,” said O’Neill. “Strategic agility is paramount. Lexmark will display our agency’s strengths in a particularly vivid way.”
Added director of client services Bill Mulligan: “Technology was a high-priority category, just as we’re now looking to get into healthcare and automotive.” New creative is expected this fall, said client representative Roger Rydell.
New York consultancy Sussman & Morris Associates handled the review. Neither partner Simmy Sussman nor Rydell would confirm billings or name other contenders. At press time, media duties were being assigned to an undisclosed shop, said Sussman.
Lexmark parted ways with former shop Grey Advertising in December, citing “creative differences.” Grey here picked up the Lexington, Ky., client’s corporate and product advertising in 1995.
Grey used several approaches to market the client’s line of laser, ink-jet and dot-matrix printers and accessories. Lexmark has no set tagline.
The client spent $6 million on U.S. ads from January through November last year, and $9 million in 1997, per Competitive Media Reporting.