Bates on alert as Compaq rethinks

By ANNE-MARIE CRAWFORD, campaignlive.co.uk, Friday, 14 March 1997 12:00AM

Bates Europe is bracing itself for a full-service review of its pounds 33 million pan-European Compaq account as the client considers pooling its business into one global network.

Bates Europe is bracing itself for a full-service review of its

pounds 33 million pan-European Compaq account as the client considers

pooling its business into one global network.



The Compaq business, which is worth more than pounds 6.5 million in the

UK, is split between Bates in Europe, the Middle East and Africa;

Ammirati Puris Lintas in North America; Euro RSCG Ball Partnership in

Asia Pacific; and Hakuhodo in Japan.



However, the computer giant has been considering appointing a single

supplier for some time in its drive to become the world’s leading IT

player.



In June last year, Jim Garrity, Compaq’s vice-president of

communications, told Advertising Age he was considering selecting a

single agency for a first global branding campaign, worth dollars 20

million. It was eventually handled on a collaborative basis, with none

of the four main global agencies taking the lead.



However, Bates Europe is now on standby for the start of full-service

credentials presentations in the US early next month, led by its

worldwide chairman, Michael Bungey, and its European client services

director, John Stubbings. Media buying, which is handled by Equinox

across Europe, will also be part of the discussions.



APL is understood to have made presentations to Compaq last month and is

known to have been actively chasing the centralised business. It is

unclear at this stage whether Euro RSCG has also been invited to

present.



Talks have not extended to full-scale creative presentations at this

stage.



William Knocker, Compaq’s UK marketing director, denied a review was

taking place but admitted that two recent senior appointments at

Compaq’s headquarters in the US meant worldwide marketing and sales

functions had come under the spotlight.



Graham Hinton, the chairman of Bates Dorland, and William Eccleshare,

the chief executive of APL, declined to comment.



Bates Europe landed Compaq’s pan-European account in August 1994.



This article was first published on campaignlive.co.uk

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs