GATEWAY CLOSES RETAIL STORES, OUSTS MARKETING CHIEF
T. Scott Edwards Leaving Company in Post-Merger Shakeup
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.
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.