Oracle Corp., Redwood Shores, Calif., assigned its $100 million-plus global account to Grey Advertising, New York and San Francisco, as the business software marketer prepares to boost spending for a brand-building campaign, people familiar with the decision said late Thursday. Grey won all creative, media buying and account planning in some 145 countries. Grey's U.K. and Hong Kong offices will be heavily involved. Grey, seen as the favorite in recent weeks, prevailed over finalist Leo Burnett USA, Chicago. Oracle parted with incumbent Think New Ideas, West Hollywood, Calif., earlier this year; DDB Worldwide, London, had fielded some international assignments.
Tech account veteran Debbie Yount will work on the business in New York. Greg Jorgensen, a longtime ad agency executive who joined Oracle in April as senior director of advertising, will coordinate Oracle's upcoming ad efforts.
Mr. Jorgensen said Grey prevailed with a "little more evolutionary" positioning of Oracle's role in the Internet, vs. a more "revolutionary, bordering on radical" creative approach suggested by Burnett.
Chairman-CEO Larry Ellison heard pitches from the two agencies July 9 and e-mailed his choice of Grey to Oracle execs July 14, affirming their recommendation of Grey.
Grey will harness its ad agency, direct and interactive groups to work on Oracle. The campaign will include TV, print and the Internet, with initial work expected to break in early September.
Copyright July 1999, Crain Communications Inc.