Gateway 2000 named D'Arcy Masius Benton & Bowles, Los Angeles, as first worldwide agency of record on its estimated $70 million account. DMB&B will work with the PC direct marketer's in-house group, with DMB&B focusing on the consumer market and probably buying the "lion's share" of media outside PC publications, said James Taylor, senior VP-global marketing. In-house
will create and buy media in PC enthusiast publications. Mr. Taylor said DMB&B's strategic thinking "knocked us dead." Former agencies are Carmichael Lynch
, Minneapolis; Finex, London, for European and Japanese creative; European media buyer Optimedia, London; and Japanese media buyer Dentsu, Tokyo.
For more on this story, see the full article in News and Features.
Copyright March 1997, Crain Communications Inc.