TBWA\Chiat\Day Loses Leapfrog picks up no one
December 30, 2008
Adweek yesterday asked what will happen to LeapFrog’s $8 million dollar account (Major media spending behind the brand totaled $25 million last year and $8 million through the first nine months of ’08, according to Nielsen Monitor-Plus.) since they dumped TBWA\Chiat\Day. We have an answer. The answer is literally nothing as far as the BDA’s are concerned.
Our unverified sources stated that Leapfrog has been looking at going mostly digital with a smaller firm, and perhaps farm out some minor TV advertising for kids shows. From our sources, none of the holding companies have received any RFP’s… again not verified.
The point is that $8 million dollar account isn’t actually $25 or even $8 million for 2009, it’s supposedly something considerably less, much less. If you think Advertising during the great depression of 2009 is the same as Advertising in 2007 you have another thing coming.
From what we understand, Leapfrog is looking to run a low cost, high ROI online campaign for the majority of the now greatly reduced budget. The skillset required for this isn’t possessed by any of the BDA’s… so you’ll be looking at an interactive firm taking the lead.
If our sources are right, this is actually a trend that will be going full force during 2009. A bunch of interactive agencies taking BDA accounts at a reduced cost.
They (the BDAs) should of been buying SEO and SMO firms back in 2006 when we told them to.
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