FCB in jeopardy of losing $17.7 mil Amazon.com acc't

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Amazon.com, Seattle, has put agency Foote, Cone & Belding, San Francisco, on 30 days' notice. Executives familiar with the situation said Amazon.com, which spends in the range of $17.7 million a year on advertising, told FCB in a letter that unless improvements were made, the Internet bookseller would move its account.

Speculation about a possible review has been circulating in the agency community for weeks. But as recently as March 12, Allen Olivo, newly appointed VP-marketing, strongly affirmed Amazon.com's relationship with FCB. The agency referred calls to the client. An Amazon.com spokesman said it does not comment on relationships with vendors.

Amazon.com broke its first TV campaign in a year the week of March 15, dropping its testimonial approach for spots emphasizing its extensive selection. The commercials adopt the previous theme of a fictitious search for a location to house the world's largest bookstore, which was used in a radio and print campaign.

Copyright March 1999, Crain Communications Inc.

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