D’Arcy Masius Benton and Bowles has been appointed as the sole agency
for the dollars 75 million Tyco Toys account worldwide, elbowing the
Bozell network off the company’s roster.
DMB&B’s UK office has been selected to lead the business across Europe,
while the Media Centre has been appointed to handle the media in the UK.
Tyco Toys spent pounds 7 million in the UK last year, through Delaney
Fletcher Bozell, on brands including Matchbox Cars, Magna Doodle and
DMB&B already handles around two-thirds of Tyco Toys’ business in the
US, but now takes the entire pounds 47 million prize there, along with
the rest of the global business.
John Farrell, the group chairman of DMB&B, said: ‘I don’t take
appointments like this, which come from international realignments, for
granted. We have to establish a high-quality, local working relationship
with the client, because without that, international relationships are
not as valuable as they ought to be.’
Tyco appointed a new marketing director last year, when Chris Coyne, a
former marketing controller with International Distillers and Vintners,
joined the company.
Farrell continued: ‘We need to have a discussion with the client to gain
a clear direction from Tyco. The idea of involvement with the toy
business is fun and has tons of potential - Tyco has some great brands.’
Since DMB&B was appointed to the Tyco business in New York in August
1993, the agency has been working to extend the relationship across the
The Tyco Toys business was held by Roose and Partners in the UK before
it went to DFSD Bozell at the end of 1993.
Tyco is one of the UK’s largest toy companies, and was a major
multinational client for Bozell Worldwide’s London offices. It
manufactures a wide range of toys including radio-controlled cars and