Advertising Account Shifts Highlight Industry Trends

Strategic Insights -

As the American Association of Advertising Agencies concluded its annual management conference, several significant developments emerged involving major national marketers. Temerlin McClain, a True North Communications agency, has resigned from the J.C. Penney account, while H&R Block, Lucent Technologies, and Weave Innovations have made notable agency choices.

Key Takeaways:

  • Temerlin McClain is resigning from the J.C. Penney account after being tasked with creating campaigns for the St. John's Bay brand, worth about $10 million in billings.
  • H&R Block has narrowed its review for its $100 million advertising and marketing account to three agencies: DDB Chicago, Campbell Mithun Esty in Minneapolis, and Hill, Holliday, Connors, Cosmopulos in Boston.
  • Lucent Technologies has chosen FCB Worldwide as its lead agency for the Enterprise Networks Group, a $50 million contract.
  • Weave Innovations, a company that builds Internet products and services, has selected Hunt Adkins, a Minneapolis agency, to handle its $5 million account.
  • H&R Block's decision to narrow its review to three agencies came almost a year after a new chief marketing officer joined the company.
  • Lucent Technologies will have FCB Worldwide's San Francisco office as its lead agency, supported by the agency's New York office and international offices managing advertising on a market-by-market basis.
  • The Syndicate, a creative consortium of eight small agencies and Ogilvy & Mather North America, landed the Weave Innovations account through its member Hunt Adkins.

Statistics:

  • $10 million: Estimated billings for the St. John's Bay brand.
  • $100 million: Estimated billings for H&R Block's advertising and marketing account.
  • $50 million: Estimated contract value for Lucent Technologies' Enterprise Networks Group account.
  • $5.1 million: Estimated account value for Weave Innovations.

Sources:

  • "Temerlin McClain Resigns From J.C. Penney Account," _The New York Times_, April [date not specified].
  • "H&R Block Narrows Agency Review to Three," _The New York Times_, April [date not specified].
  • "Lucent Technologies Names FCB Worldwide as Lead Agency," _The New York Times_, April [date not specified].
  • "Weave Innovations Selects Hunt Adkins for $5 Million Account," _The New York Times_, April [date not specified].