Steve Riggio, vice chairman of Barnes & Noble, said the bookstore chain is looking to TBWA Chiat/Day's "brilliant creative team" to position barnesandnoble.com as the best place to buy books on the Web.
OUTSTANDING PAST WORK
New York creatives who were part of the pitch were Executive Creative Director Eric McClellan and Creative Directors Toby Barlow and Marc Klein.
Mr. Riggio said Barnes & Noble based its decision on the agency's history of outstanding creative for marketers such as Apple Computer and Energizer Co.'s Energizer battery, as well as the significant time and talent the agency is committing to the account.
The win gives a big boost to TBWA Chiat/Day's New York office, which, despite the success of the Venice agency, has had a weak new-business record. The only other substantial wins for that office were the $35 million Outback Steakhouse account this spring and $30 million Comcast Cable Communications account in January.
Kinko's Director of Advertising Charlotte McGee, who got her first job out of college at Chiat/Day, said TBWA Worldwide Chief Creative Officer Lee Clow remembered her from her early days at the agency.
"Their creative is unparalleled," she said of TBWA Chiat/Day's presentation, adding she was impressed with the strategies the agency created for the office services chain.
Kinko's current tag, "The new way to office," will run through yearend, with the new campaign from TBWA Chiat/Day expected in early 1999.
While details of the new advertising are still being developed, the strategy is expected to focus on Kinko's technology that allows people to express their thoughts.
"We were looking at a branding campaign that is a little more emotionally connected with customers than we had in the past," Ms. McGee said.
But she joked she has told her associates the campaign will not feature a dog, as have a number of recent ads from TBWA Chiat/Day, such as its Nissan Motor Corp. USA branding campaign and its Taco Bell advertising. "Don't worry. There are no animals," she said.
TBWA Chiat/Day's West Coast office won the $200 million Taco Bell Corp. account in 1997 as well as the $60 million Apple Computer business, the $30 million Samsonite Corp. account and the $10 million Weather Channel business. This year, the Venice and San Francisco offices won an additional $50 million in work for AirTouch Communications, as well as the estimated $90 million Levi's brand account for Levi Strauss & Co. In '97, the New York office got the $40 million assignment of Phillips-Van Heusen Corp. and two $10 million assignments, for Novartis and Prodigy. The West and East Coast offices share $40 million in ABC Television Network work won last year.
ALL WERE IMPRESSIVE
Ms. McGee said she was impressed with the quality of creative from all agencies in the review.
Contributing: Beth Snyder.