E-Loan, Palo Alto, Calif., an Internet mortgage broker, named Saatchi & Saatchi, San Francisco, as first agency. E-Loan
is expected to spend an estimated $6 million through yearend, with TV, print and outdoor starting in September. Also to Saatchi: The estimated $3 million to $5 million account of General Magic, Sunnyvale, Calif., which had been inactive. Saatchi's first assignment will be a fourth-quarter campaign launching Portico, General Magic's "virtual assistant" service, integrating voicemail, e-mail, calendar and Web content over the phone and Internet.
Copyright July 1998, Crain Communications Inc.