More NewsGateway Drops McCann-Erickson

Gateway Drops McCann-Erickson

After missed earnings and a management shakeup, the San Diego computer manufactureris rethinking its advertising relationships.

Computer manufacturer Gateway has dropped McCann-Erickson as its agency of record, ending a three-year relationship with the Interpublic Group agency.

Gateway, based in San Diego, Calif., left the New York-based agency for undisclosed reasons and is currently reviewing other agencies for creative work. McCann will still handle media planning and placement, according to Gateway.

The exact size of the Gateway account is not known; according to New York-based Competitive Media Reporting, a unit of Taylor Nelson Sofres, Gateway spent about $121 million on advertising during the first three quarters of 2000.

McCann-Erickson oversaw creative work for Gateway since April 1998, when it fired Los Angeles-based D’Arcy Masius Benton & Bowles.

Last month, McCann debuted television spots, featuring Michael J. Fox, as part of Gateway’s “People Rule” campaign.

But Gateway and its most recent agency seem not to have had the most stable of relationships. Last year, the manufacturer independently contracted with documentary filmmaker and commercial director Henry Corra to shoot TV spots that featured Ted Waitt, the company’s founder, chairman and chief executive.

Nevertheless, a Gateway spokesman put a good face on the pair’s association.

“We’re still doing some work with them, so [the relationship] is good,” said Gateway spokesman Greg Lund. “It was an amicable parting.”

Lund declined to specify the agencies under consideration, and said he didn’t have a timeline for when the review is to be concluded, but said the company hoped to have a new agency in place “as soon as possible.”

The agency change comes amid market turmoil for the fifteen-year-old computer manufacturer. Like others in the consumer personal computer arena, Gateway is feeling the pinch of an apparent slump in consumer tech spending.

In January, the company missed fourth-quarter earnings expectations by a wide margin, after which Waitt — who quit the CEO post last year — returned to the company’s top executive position and promised changes.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts