Agency Rating: * 1/2
D'arcy masius benton & Bowles saw a lot of executive reshuffling -- beginning with the agency's former North American President Arthur Selkowitz's replacing Roy Bostock as chairman-CEO. But, for all the motion, did the agency advance at all? In 1997, DMB&B lost Tyco Toys after the Tyco/Mattel merger; the bulk of SBC Communications media; the $25 million Baskin-Robbins business; and the $70 million Aleve account following the brand's sale to Roche. The agency's largest win -- the Gateway 2000 business -- left the agency earlier this month. On the plus side, DMB&B did nab the $20 million assignment for Procter & Gamble Co.'s acid reflux drug Prilosec. After losing media for SBC, the St. Louis office did score SBC's $70 million Pacific Bell business.
While DMB&B made significant gains internationally -- including additional international General Motors Corp. and P&G business -- its North American record was lackluster. The agency, especially the New York office, needs to boost its creative firepower.