DWECK CLOSES DOORS AFTER NINE YEARS

Published on .

June 28, 2001

By Richard Linnett

NEW YORK (AdAge.com) -- Dweck, a New York creative agency that CNN once called a "creative prodigy," will be closing its doors next week.

Michael Dweck, founder, chairman and creative director of the 9-year-old award-winning shop, said that the agency was closing so that he could pursue other career options. He denied that the closing was related to a loss in business and the general downturn in the advertising industry.

"I'm a creative," Mr. Dweck said, "and I want to get back to working just on creative."

Omnicom talks collapse
The agency was most recently in talks to sell a portion of the shop to Omnicom Group's DDB Ventures. The negotiations collapsed, and Mr. Dweck decided to dissolve his company instead.

The shop handled approximately $15 million in billings. Over the years the agency's client list included UPN, Fresh Samantha, Site 59, Swatch, Seagrams, Goldman Sachs, MTV, the Onion and Comedy Central. That list had been whittled down to UPN and Site 59 and project work for a variety of smaller clients.

Partner left
Three years ago, Mr. Dweck's agency was called Dweck & Campbell, and Mr. Dweck's partner was Lori Campbell, with whom he formed the agency in 1992. The team produced some award-winning advertising, including a spot for Dial-A-Mattress that featured a surly man in an Arctic Ground Squirrel costume who ordered a bed to hibernate for the winter in his basement, far from his nagging wife. The spot won a Gold Lion at the International Advertising Festival in Cannes.

When Mr. Dweck and Ms. Campbell parted ways three years ago, Mr. Dweck decided to go it alone. Last year, Mr. Dweck hired a new partner, Wayne Best, a senior art director at Cliff Freeman & Partners. Mr. Best left the agency several months ago to work at Wieden & Kennedy, New York.

New offices
Mr. Dweck gathered his 14-person staff to announce the closure and told them that he will provide support in their finding new positions. The agency had recently moved to new offices in midtown Manhattan.

Mr. Dweck did not disclose if he had been offered any other positions and indicated that he might be doing work in the entertainment field as well as in advertising.

"I'm leaving my options open," Mr. Dweck said. In the meantime, he plans on taking a vacation with his family.

Copyright June 2001, Crain Communications Inc.

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