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JORDAN MCGRATH CASE & TAYLOR: TOUGH '97 MAKES FOR TOUGHER '98

Published on .

Agency Rating: *

Jordan mcgrath had a tough 1997. The same day it won the $60 million Long John Silver's business last March, it lost the $40 million Quaker Oats Co. account to Foote, Cone & Belding, Chicago. Also out the door in 1997: creative duties for Encore Media Group's $45 million account and Good Housekeeping. To make matters worse, the agency earlier this month lost Long John Silver's -- almost a year exactly since winning it. The bright spots: Snaring the $30 million Rogaine account; the $20 million assignment for SmithKline Beecham's Tagamet HB 2000; and Novartis brands Tavist, Theraflu and Triaminic.

LOOKING AHEAD

The agency needs to focus on client stability while working to recover lost billings. Back to help is Steve Farella, exec VP-business development, who stepped out briefly to work at D'Arcy Masius Benton & Bowles last year. Another plus: the hiring of former Poppe Tyson General Manager Cheryl Benton as exec VP-integrated client services.

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