PUBLICIS & HAL RINEY

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Publicis & Hal Riney, San Francisco, drove its anchor client, Saturn Corp., into a bigger sedan and gave Sprint PCS a unified campaign. But its biggest creative acclaim came from spots for its eToys client, a warm look at a parent playing with a child, then finding a creative gift online. The work frequently was cited as some of the best dot-com advertising to come out of the frenzied 1999 holiday shopping season.

Riney also picked up several Net companies with blue-chip potential, including Louis Borders' Webvan home grocery delivery service.

After struggling with a lead team heading creative, President Scott Marshall streamlined the process, allowing all creative teams to report directly to him to eliminate potential roadblocks in the approval process.

Looking ahead

Riney, living in the shadow of its own creative reputation, must find ways to make Saturn the case study brand it once was.

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