Zim Meets Serquest's Challenge

Article Abstract:

Serquest, a startup pre-clinical drug development firm based in Birmingham, Alabama, has retained The Zimmerman Group as its agency of record and claims that capitalized billings will eventually top $1 million, although other pharmaceutical companies say $350,000 is a closer estimate for the first year. Zimmerman won the contract after emerging as one of three finalists among 15 contenders reviewed. Serquest is a newly-formed subsidiary of contract research services provider Southern Research Institute, whose strong 60-year history it actually viewed as a drawback because it sought a more creative, 'brand-new-company' image. Zimmerman is in turn branding Serquest as both established and forward-thinking. The tagline for its first direct-mail campaign is 'A brand new company with a 58-year head start.'

Marketing procedures, Pharmaceutical Preparation Manufacturing, Pharmaceutical preparations, Management, Pharmaceutical industry, Drugs, Marketing, New business enterprises, Startups, Zimmerman Group, Serquest

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ACCOUNTS IN REVIEW

Article Abstract:

This is a table of advertising accounts in review, ranked according to budget size. Information given includes client and brand, client location, incumbent advertising agency, contending agencies, and decision date. The largest account in review is the $70 million account of Progressive Insurance (Cleveland, OH), currently held by Arnell Brand Consulting (New York, NY). The second largest is the $40 million account of the Texas Lottery, currently held by GSD and M (Austin, TX). The third largest is the $30 million account for the consumer portion of Dell Computer's advertising, currently held by Goldberg Moser O'Neill of San Francisco.

Electronic computers, Electronic Computer Manufacturing, Computers & Auxiliary Equip, Property & Liability Insurance, Direct Property and Casualty Insurance Carriers, Surety insurance, Amusement and recreation, not elsewhere classified, Other Gambling Industries, Legal Gambling NEC, Computer industry, Advertising, Property and casualty insurance, Dell Inc., DELL, Gambling industry, Gambling, Property and casualty insurance industry, Arnell Group, GMO/Hill Holliday, GSD and M, Progressive Insurance Co., Texas. Lottery Commission

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