PACKARD BELL NEC SELECTS SUISSA: SHOP TO CREATE ADS FOR NEC LINE; PACKARD BELL BRAND TO USE CO-OP.(Suissa Miller, Los Angeles)

Advertising Age, March, 1999 by Johnson, Bradley

Packard Bell NEC has awarded its ad account to Suissa Miller, Los Angeles, as the fallen PC leader struggles for a turnaround.

In a strategy switch, the company is asking the agency to develop a campaign only for the NEC line, reverting solely to co-op advertising to drive sales of the Packard Bell brand.

This marks the first time Packard Bell NEC will stage a campaign for its NEC retail line since NEC Corp. and Packard Bell merged PC operations in 1996.

Spending is likely to be at least $10 million. Mal Ransom, senior VP- marketing for the consumer division, and David Suissa, the agency's chairman, declined to discuss spending, saying that budget and media plans aren't set.

The campaign is expected to break in the second half, to...

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