Online Exclusive: Account Action

CRISPIN PORTER RESIGNS GATEWAY AD ACCOUNT

Cites Inability to 'Agree on Strategic Direction' With Computer Seller

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NEW YORK (AdAge.com) -- Crispin Porter & Bogusky has resigned its advertising account with Gateway, citing an inability to "agree on the strategic direction of the brand.”
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Well-traveled account
The MDC Partners-backed agency picked up the third-largest computer seller’s well-traveled ad account last fall. In previous years, a number of agencies, including Publicis Groupe’s Leo Burnett, had handled the account as the marketer struggled.

A Gateway spokesman said no review is planned and the marketer would work with existing agencies, such as its media and interactive agency, Carat, and its direct-response shop, Woo.

A onetime dot-com darling, Gateway faced tough times after the Internet flameout. After years in the red, its prospects began to look up in 2004 as management straightened out business issues, shuttering retail locations and refocusing on its PC products. Gateway has reported three consecutive quarters of operating profits.

Brief statement
Crispin’s brief statement did not go into specifics. It read, in part: “We feel they would do better with another partner. For that reason, we have resigned the account. We wish everyone at Gateway enormous success and remain big fans of the Gateway brand."

Gateway spent close to $90 million in consumer and business-to-business ad spending in 2004, according to TNS Media Intelligence.

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