Goldberg Moser back in PCs with Micron

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Micron Electronics moved its estimated $50 million account to Goldberg Moser O'Neill, putting the San Francisco agency back in PCs 15 days after it resigned Dell Computer Corp.

The agency shift, which had been rumored, reunites Goldberg with Micron Chairman-CEO Joel Kocher, a former senior executive at Dell.

Goldberg Moser replaces Bam!, an Austin, Texas, shop that developed a campaign last year with the theme, "New rules. New tools.'' An agency switch had been expected with the departure of Micron VP-Worldwide Marketing Mark Gonzales and the expected departure of Mike Rosenfelt, who has had the title of creative director/marketing weasel.

Goldberg resigned the estimated $70 million-to-$90 million product account of No. 1 direct PC seller Dell after part of the account went in review. The agency now will get to work on Micron, a distant No. 3 in the direct market behind Dell and Gateway. Micron--which some company executives say is being groomed for sale to a larger player--has long been respected for its performance-oriented products but has struggled to establish a clear image in the market.

Copyright April 1999, Crain Communications Inc.

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