DRAFTDIRECT CAPTURES $75M IN NEW BUSINESS

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DraftDirect Worldwide celebrated its first week as an independent direct marketing agency in a big way, announcing wins of four U.S. accounts totalling $75 million.

The account wins-Bell Atlantic Corp., BankAmerica Corp., Home Access Health Corp. and Upjohn Co.'s Caverject-were announced Sept. 5, the day the agency was renamed from Kobs & Draft after a $27.2 million management buyback from Cordiant, London.

Bell Atlantic will be handled out of the Chicago-based agency's New York office. DraftDirect will work with Bell Atlantic's new lead agency, Saatchi & Saatchi Advertising, to develop consumer direct marketing, as well as small- and large-business direct marketing. The business was previously at J. Walter Thompson Direct.

The agency also was added to San Francisco-based BankAmerica's roster of about eight direct marketing agencies.

Also, Home Access Health Corp. hired the agency to handle the $10 million direct marketing account for its new at-home HIV test. DraftDirect also revealed last week it is handling Caverject, Upjohn's drug for erectile dysfunction.

This summer DraftDirect added $25 million in combined billings for its international offices. New clients include the German railway Deutschebahn, handled by the Stuttgart office; Johnson & Johnson, Madrid; Omnitel, Milan; and Compaq Computer Corp., Helsinki. The agency also formed its own Hispanic Marketing Service, headed by Senior VP-Director of Hispanic Marketing Cristina Benitez Turner. She had been VP-account services at Font & Vaamonde, New York, Grey Advertising's Hispanic agency.

Total worldwide 1995 agency billings are projected at $575 million, up 16.6% from 1994.

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