Worldwide, New York, resigned the Netpliance account, which it was awarded in February without a review. Although Netpliance had spent only about $10 million on advertising through its previous agency, McGarrah/Jesse, Austin, Texas, it was expected the client would up spending almost tenfold at BBDO. "Regretfully, dollars available to support Netpliance's marketing efforts turned out to be significantly less than half of what was anticipated," said Jeff Mordos, chief operating officer at the agency. "As a result, we have no financial recourse but to sever our relationship. We wish them well." BBDO had been working on a campaign to build brand awareness and drive sales of the company's i-opener Internet appliance, a piece of technology that allows users to go online without using a full-up computer. The product was being positioned as a gift. "These efforts were very successful in educating consumers and generating volume," said Lynne Seid, exec VP-managing director at BBDO. "Too successful, perhaps," she added. "The company has been unable to fulfill many of its orders." Nepliance broke its first campaign during the Super Bowl broadcast this year.
Copyright July 2000, Crain Communications Inc.