Scudder Advances 4 Incumbents, Others In Review For Corporate Ads

Eight agencies, including a quartet of incumbents, have reached the semifinal round in the review for the estimated $15 million corporate advertising account of Scudder Kemper Investments.
Incumbents advancing from an initial field of contenders that included more than a dozen shops are: Heater Advertising in Boston; Saatchi & Saatchi in Toronto; W.B. Doner & Co. in Southfield, Mich.; and Impact Communications, a unit of Foote, Cone & Belding in Chicago.
The other semifinalists are: Gotham; Grace & Rothschild; Angotti, Thomas, Hedge; and Grey Advertising, all in New York.
The contenders will make capabilities presentations to client officials, and a list of finalists will be determined in about a week, said Judy Neer, a representative of Pile and Co., the Boston consulting firm overseeing the search. A final decision is slated for mid-March, Neer said.
The winning agency will be asked to create a national brand identity for Scudder Kemper. There is a possibility that one or all of the incumbents may be retained for some assignments, even if they do not emerge as the winner in the review, Neer said. She did not elaborate.
The review stems from the merger in December of Boston-based Scudder, Stevens & Clark and The Zurich Group in Switzerland, which owns Zurich Kemper Investments in Chicago. As part of the deal, Scudder and Zurich Kemper agreed to combine names and establish headquarters in New York. The company maintains an office in Boston to market its no-load mutual funds.
Of the incumbents, Heater and Saatchi have worked for Scudder, Stevens & Clark, while Impact and Doner have serviced Zurich Kemper.
Heater has created broadcast ads for Scudder’s mutual funds. The agency’s best-known work is a series of commercials that feature taped conversations between company representatives and customers. A tape recorder is the main visual element, while telephone conversations between Scudder representatives and potential customers illuminate various products and services. Ads in the series have been running for the past two years; media buying is handled by the client.




@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: February 23, 1998 https://stage.adweek.com/brand-marketing/scudder-advances-4-incumbents-others-review-corporate-ads-42733/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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