DOWBRANDS CENTRALIZES $100M ACCOUNT AT CME

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DowBrands' consolidation of its $100 million integrated marketing budget represents a big win for Campbell Mithun Esty and a potentially seismic shift in how companies deploy integrated marketing.

"It was a very atypical review," said Howard Liszt, corporate president and chief operating officer of Minneapolis-based CME, of the selection process that began in July. Mr. Liszt said the review was uncommon because "It began not out of dissatisfaction with [DowBrands'] current agencies, but as a search for an agency that could give them integrated communications that would leverage their brand identity."

To Mr. Liszt the review signifies a move away from unbundling and a return to a full-service agency approach.

The home product and personal-care marketer's decision to trim its roster follows GTE Corp.'s consolidation two years ago of all marketing at Focus GTE, Dallas, a spin-off of DDB Needham Worldwide.

More recently, Mercedes-Benz AG's Mercedes-Benz Project subsidiary has been discussing using one holding company network for the introduction of its sport-utility vehicles, due out in 1997.

Dealing with a single account team "will simplify our process and reduce our cycle time," said John Borgo, DowBrands director of consumer communications.

CME previously was in charge of an estimated $25 million in DowBrands advertising-Saran Wrap plastic film, Ziploc storage bags and Baker's Mate plastic cookware liners-and the trade print account.

The CME-led consortium replaces 10 North American ad agencies, including Henderson Advertising, Greenville, S.C.; Ogilvy & Mather Direct, New York; and Rapp Collins Communications, Minneapolis.

CME leads a group of four Saatchi & Saatchi Co.-owned shops and an independent trade promotion concern.

CME and CME Promotion Marketing will do advertising and consumer promotion; Kobs & Draft Worldwide, Chicago, direct marketing; Conill Advertising, New York, Hispanic marketing; and the Rowland Co., St. Paul, Minn., public relations.

Hoyt & Co., a Stamford, Conn.-based trade promotion shop, will coordinate with CME Promotion Marketing. Minneapolis package-design company Pedersen & Gesk also will participate.

CME plans to establish a client-specific "multifunctional" agency housed at CME headquarters.

The agency-within-an-agency will be headed by Rich Rosengren, exec VP-director of CME's Integrated Communications Group. The unit will employ existing workers from CME's Minneapolis office and at least 15 new hires.

The win comes after Texaco last month shifted its $50 million account to Bates USA from CME, with Bates taking over CME's Houston office and staff.

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