2002 Rating: 2.5 stars
TBWA/Chiat/Day sizzled in 2003 with new business from Nextel (its biggest catch of the year at $160 million), Pennzoil, Ask Jeeves and Shell Lubricants. Creatively, the agency's Playa del Rey, Calif., office churned out splashy print ads for Apple Computer's iPod, and gorgeous b&w print and TV for Nissan North America's Z sports car.
Elsewhere, this hippest of mainstream agencies fizzled. Numerous new-business pitches went limp-among them, Virgin Atlantic won by MDC Partners' Crispin Porter & Bogusky; Canada's RBC Financial won by Omnicom Group sibling BBDO Worldwide; and the TIAA-Cref review won by Modernista, Boston. To make things worse, Joe Boxer boogied out the door as the agency split with Kmart Corp. and its $200 million account. The two parted ways following a dispute over fees-Grey Global Group's Grey Worldwide now handles.
With Executive Creative Director Gerry Graf (from BBDO) on board at TBWA/Chiat/Day, New York, the East Coast office is set on being the most buzzed about agency in Gotham. Insiders say not to expect any management changes, but look for TBWA to chase more pharmaceutical business through its World Health unit. The agency also wants a financial account, as evidenced by the shop's participation in the Fidelity Investments review.