Bbdo worldwide lost some high-profile accounts in 1997, including Apple Computer, AT&T Corp. and Delta Air Lines.
However, the Los Angeles office nabbed the $100 million Metro Goldwyn Mayer media-buying assignment, while the New York office won the Texaco retail business estimated at $60 million. In a salty-snack swap, BBDO beat out DDB Needham Worldwide in a creative shootout for Frito-Lay's $40 million Dorito's account, but lost the flagship Lay's brand to DDB Needham a couple of months later.
At the end of 1997, BBDO New York Chairman Phil Dusenberry was tapped to create a Campbell Soup umbrella campaign, deemed by observers as make or break for the account.
There are some cracks showing in BBDO's once unquestioned creative reputation, especially on Pepsi-Cola Co., whose bottlers were none too happy over some of the 1997 ads.
As the agency creatives huddle to come up with better Pepsi spots, rival ad agencies are circling that account as well as Pizza Hut.
Another reason to watch Pepsi: the inclusion of Omnicom Group sister shop Goodby, Silverstein & Partners on the Pepsi-Co roster. On the plus side: BBDO may stand to gain more Frito-Lay business in coming months at the expense of sister shop DDB Needham.