The agency shift, which had been rumored, reunites Goldberg with Micron Chairman-CEO Joel Kocher, a former senior executive at Dell.
Goldberg Moser replaces Bam!, an Austin, Texas, shop that developed a campaign last year with the theme, "New rules. New tools.'' An agency switch had been expected with the departure of Micron VP-Worldwide Marketing Mark Gonzales and the expected departure of Mike Rosenfelt, who has had the title of creative director/marketing weasel.
Goldberg resigned the estimated $70 million-to-$90 million product account of No. 1 direct PC seller Dell after part of the account went in review. The agency now will get to work on Micron, a distant No. 3 in the direct market behind Dell and Gateway. Micron--which some company executives say is being groomed for sale to a larger player--has long been respected for its performance-oriented products but has struggled to establish a clear image in the market.
Copyright April 1999, Crain Communications Inc.