M&C: 4 Wins, $35 Mil.

M&C Saatchi has won four accounts worth about $35 million over a two-week period, in what shop executive creative director Marty Cooke has called “a relaunch of M&C Saatchi in New York.”
After a national review that included both Fricks/Firestone in Atlanta and Square One, Dallas, M&C Saatchi’s New York office landed Tulsa, Okla.’s TV Guide Channel account, worth about $5 million. The shop wants to drive viewers to the scrolling TV guide, said Cooke.
M&C Saatchi also won Gobi.com, a New York Net-service provider, and Pittsburgh’s OnlineChoice.com, a price-negotiation forum for gas and electricity. Both were awarded after reviews involving undisclosed shops.
M&C Saatchi will work with Gobi on brand strategy; New York’s Gillespie and Porter Novelli will handle direct marketing and public relations, respectively.
Ganesh Ramakrishnan, Gobi co-founder, said he selected the shop in part for its “enthusiasm, strategic thinking and creativity.”
M&C Saatchi has won U.S. ad duties for Mandarin Oriental hotels as well. Its Hong Kong office already does global branding; the client has done little advertising here lately, per Competitive Media Reporting.
Shop president and chief strategy officer Jim Meyer said he hopes the wins refute the notion that the agency just services British Airways, a stigma the shop has fought for years.
These are the first wins for the agency since Cooke arrived from Merkley Newman Harty in April. M&C Saatchi, which opened in late 1995, claims $125 million in billings with these wins, Meyer said. K