Credit Suisse First Boston Seeks New Ad Partner

Assignment for Investment Bank Could Total $40 Million
NEW YORK–Credit Suisse First Boston is contacting agencies for a new ad assignment potentially worth $40 million, sources said.
The move comes nearly eight weeks after Liz Nickles joined Credit Suisse’s New York office as director and head of branding and marketing at the investment-banking division.
In her new position, Nickles wants to “come out in a big way with this brand,” one source said.
Nickles and Bob Baker, worldwide head of corporate communications at Credit Suisse, are running the review, sources said. Both executives declined comment.
Doremus here handles media and creative duties for the client’s investment-banking division products and services. Credit Suisse spent $10 million on media through October 1999, according to Competitive Media Reporting. That business is not believed to be involved in the review, sources said.
The new duties will probably encompass a “corporate branding umbrella” assignment, said one executive.
Doremus produces mostly “tombstone” print ads, which comprise a large part of the client’s advertising business. Doremus officials declined comment.
Nickles has a strong background in brand identity and marketing.
She founded Nickles & Associates in 1995, where she was a consultant on the consumer-products, publishing, film, entertainment and interactive industries.
Before that, Nickles was an svp of creative development at Mattel. She has held various positions at shops, including posts at Ketchum, and what is now Warwick Baker O’Neill and D’Arcy Masius Benton & Bowles.
Credit Suisse First Boston is a subsidiary of Credit Suisse, based in Zurich, Switzerland. The division has upward of 60 offices in more than 30 countries and is expanding into emerging markets, such as Africa, Asia and Latin America.
Through the fiscal year ending in 1998, Credit Suisse First Boston had revenue of nearly $7 billion worldwide.