BBDO Gets Creative, OMD Expected to Pick up Media

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NEW YORK ( -- News Corp-owned satellite carrier DirecTV is consolidating an estimated $115 million in advertising at Omnicom Group, according to executives close to the situation.
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Omnicom's BBDO Worldwide, New York, gets the creative portion of the account, and OMD is expected to pick up media. Omnicom sibling Rapp Collins retains the direct marketing portion. BBDO said it expects billings of $115 million.

The account had been at Interpublic Group of Cos.' Deutsch, Los Angeles, for creative and Publicis Groupe's MediaVest for media.

OMD declined to comment. Deutsch confirmed the account loss.

MediaVest said, "We are stunned by this decision. There was never any indication that the relationship between MediaVest and DirecTV was anything but solid and healthy."

Ad spending
According to TNS Media Intelligence/CMR, DirecTV spent $91.3 million in measured media from January to November 2003, and $137 million in 2002.

Earlier this month DirecTV named Neal Tiles executive vice president of marketing, a new position. Mr. Tiles had worked at BBDO, New York.

Bob Marsocci, senior director of communications at DirecTV, said that consolidation within Omnicom was a "very compelling reason" for the account shift. Also, Mr. Tiles has had a long relationship with Eric Silver, executive vice president and executive creative director at BBDO.

As for its former agency, "We have nothing but praise for the work Deutsch L.A. has done," Mr. Marsocci said.

The current ad campaign features celebrities such as John Goodman and Andy Garcia performing "dramatic readings" of letters from actual DirecTV customers.

DirecTV is based in El Segundo, Calif.

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