After years of talking the integrated marketing talk, BBDO Worldwide, New York, tried to walk the walk in 1999. It made changes dedicated to expanding operations.
The new staffers included Susan Smith Ellis, who became director of integrated marketing services; Matt Seiler as director of strategic services; and Susan Pinkwater as head of @tmosphere Interactive, a new Web marketing unit. BBDO also tried to shake off New York's dominance with new creative hires in other offices, including those of Ken Mandelbaum (as chief creative officer at BBDO West, Los Angeles and San Francisco) and Pat Cunningham (as creative director at BBDO Houston).
Media and existing clients still accounted for the lion's share of new business. PepsiCo handed BBDO a nearly $200 million media account for Tropicana, while Gillette Co. consolidated media buying and planning for North America and Western Europe with the agency, along with a $15 million creative assignment for its deodorant brands. New clients included a $55 million assignment for the U.S. launch of The Financial Times' Web site, FT.com, and the $15 million New York Stock Exchange account.
Creatively, BBDO scored with its "Joy of Cola" campaign for Pepsi and a new campaign for Charles Schwab & Co. Its most talked-about work was a one-time spot for Tricon Global Restaurant's Pizza Hut that poked fun at Hillary Clinton's New York senatorial run.
After planting its flag in the interactive marketplace, BBDO has similar plans to expand its offerings in direct marketing and sales promotion this year.