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FALLON MCELLIGOTT BERLIN ON ROLL; POWERADE, BLACK & DECKER WINS DOUBLE AGENCY BILLINGS TO $90 MIL

By Published on .

Fallon McElligott Berlin, New York, has quietly added significant assignments from two roster clients that will at least double the two-year-old agency's size.

Executives close to Coca-Cola Co. said the soft-drink marketer has moved its estimated $15 million PowerAde account to FMB from McCann-Erickson Worldwide, Seattle.

A Coca-Cola spokesman denied the shift but acknowledged the latest PowerAde spot, shown during the Olympics, was created by FMB.

In addition, FMB is known to be angling for Coca-Cola's Georgia Coffee account in Japan, also handled by McCann and estimated to be worth more than $30 million. Coca-Cola also denied that move; FMB and McCann execs declined comment on either account.

Separately, Black & Decker has moved its $30 million account to FMB from Fallon McElligott, Minneapolis. FMB, partially owned by Chairman Andy Berlin, tracks billings separately from Fallon.

The Black & Decker and PowerAde billings combined would double the size of FMB to about $90 million. They also come on the heels of big new-business wins for the agency.

FMB won $10 million accounts from Bankers Trust and Prudential Money Management earlier this year, and Mr. Berlin is creating ads for Bob Dole's presidential campaign.

The shop also has been invited to pitch a $35 million cellular account from Ameritech, a client of Fallon in Minneapolis. That business currently is at DDB Needham, Chicago.

For McCann, losing PowerAde would be a bigger blow symbolically than it would be financially. The brand, which has been only marginally successful in denting Gatorade's grip on the sports-drink market, represents McCann's last U.S. creative assignment for Coca-Cola. It continues to handle national TV buying for all Coca-Cola brands.

For Coca-Cola, FMB is one of two smaller New York agencies keeping busy on soft-drink projects. Cliff Freeman & Partners was awarded a project for Cherry Coke a few months ago and also created a Coke Classic ad for the Olympics.

Contributing: Chuck Ross, Laura Petrecca.

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