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FCB resigns Amazon.com business

True North agency FCB San Francisco has declined to repitch for its Amazon.com business and resigned the account following the online retailer’s decision to call a global creative review.

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LONDON (Brand Republic) – True North agency FCB San Francisco has declined to repitch for its Amazon.com business and resigned the account following the online retailer’s decision to call a global creative review.

Amazon said this week it was looking for an agency to focus on its international status, and is thought to favour a global network. It had worked with FCB for three years.

The review also means its creative agency in the UK, HHCL & Partners, will likely lose its £4.5m Amazon account. It won the account from FCB’s London office, Banks Hoggins O’Shea/FCB last September.

Amazon’s director of global brand marketing Becky Roberts said it invited FCB to pitch for the account, but reported the agency declined.

She refused to name other agencies invited to pitch, but added that Amazon and FCB would continue to work together until March 2001.

President and chief executive of FCB San Francisco Simon Bolton said: “We’re not convinced they’re taking the right direction at the right time. Their business is in different shape in different worldwide markets.”

Amazon’s review comes as the retailer struggles with continuing losses and pressure from Wall Street, but Roberts denied the review was connected to its financial performance. She would not comment on whether marketing spend would be cut. Last year Amazon spent $36.8m on US advertising.

FCB has handled Amazon’s US creative campaigns since 1997, and has won numerous awards, including a Silver Clio at the 41st annual Clio awards this year.

The loss comes as FCB waves goodbye to its largest client, US car manufacturer DaimlerChrysler, as it consolidated its $1.5bn ad account into Omnicom’s BBDO Worldwide.



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