Word: client
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Dates: during 1980-1989
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...feeling that it was time to prepare for independence, Helena took (pounds)25 she had won in a countrywide young-writers contest and, on her own, bought a quarter-page ad in Spotlight, a casting directory. An agent saw the ad and took on the cheeky teenager as a client...
...Advertising Agencies, there were eight mergers in 1984, 19 in 1985 and eleven already announced in the first four months of 1986, most of them involving large agencies. Firms that once expanded by opening a new office are now more likely to buy an existing agency, picking up its client list as well as its creative talent...
Several factors are driving ad agencies into a pattern of expansion by acquisition. For one, industry profits dipped 1.5% last year, in part because the economy was sluggish and client companies curbed their advertising budgets as a cost-cutting measure. In response, many ad agencies are resorting to mergers as a way of sustaining their revenue growth...
...between Needham's role in the deal and its Wheaties ads, in which pint-size Olympic Gold Medalist Mary Lou Retton gulps down cereal with the "big boys." Doyle Dane Bernbach ($1.7 billion) has the most to gain. After scoring numerous hits over the years with ads for longtime client Volkswagen, the agency attracted notice with its beguiling babies series for Michelin tires. But DDB lost several major clients in 1985, dropping $45 million in business with the exit of Polaroid and Atari alone...
Even in the age of the megamerger, advertising experts believe, there will always be a place for comparatively small shops. They can often best handle the needs of small to medium-size clients, which might get lost in the shuffle at a larger agency. Says Diane Rothschild, a former DDB executive vice president who formed a new company with ex-DDB Chairman Roy Grace this year: "The small agency offers the client hand-tailored, customized work." Boston-based Hill Holliday Connors Cosmopulus, with only $218 million in billings last year, won the prestigious Advertising Agency of the Year Award...