Leo Burnett is Gateway's latest agency for US creative

NEW YORK - Leo Burnett is the latest advertising agency to take on the challenge of the US creative account for notoriously fickle client, computer maker and retailer Gateway.

In recent times, Gateway's $180m (£115m) creative account has been with Fallon, DiMassimo Brand Advertising, McCann-Erickson, and independent agency Siltanen/Keehn Advertising, which was dropped in October 2002 in the same week that its ad campaign for the brand broke.

Gateway then moved the account to Arnell Group, a branding agency owned by Omnicom Group. Media has been unaffected by the changes, remaining with Initiative Media, which picked up the account in April 2001.

Leo Burnett, which is part of Publicis Groupe, is reported to have won the business after a two-way pitch against the Austin, Texas-based agency GSD&M, part of Omnicom.

The review came after T Scott Edwards joined Gateway as executive vice-president of its consumer unit. He joined in January from Sony Electronics, but has worked previously at Leo Burnett.

In a statement, he said: "We're glad to have Leo Burnett as part of our team."

Siltanen/Keehn had been on the Gateway account for less than a year and had just released two new ads featuring the company's new brand identity and tagline "Gateway, a better way" when it was dumped.

Prior to this, Gateway, famous for the black-and-white Holstein cow pattern on its packaging and in its stores, provoked controversy when one of its ads featured chief executive Ted Wait telling customers: "Gateway supports your right to enjoy digital music legally."

The recording industry said that ad was using scare tactics over the unauthorised downloading and copying of music files.

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