Ogilvy Wins CDW Creative

NEW YORK CDW Corp. has consolidated U.S creative duties on its advertising account at Ogilvy & Mather after a review, the client has confirmed.

The assignment includes traditional advertising, direct marketing and digital efforts. Previously those duties were split primarily between WPP Group’s JWT in Atlanta (advertising) and WPP’s OgilvyOne in New York (direct, digital).
Media duties also were in play and the incumbent, WPP’s Mindshare in Chicago, retained that piece of the business. Sources estimate total account revenue at $5-7 million.

Multiple offices contributed to Ogilvy’s pitch and the shop’s Chicago office will serve as a hub for the account.

“What we felt with Ogilvy is that they put it all together,” said Mark Gambill, vice president and chief marketing officer at CDW. “They had a very sound strategy. The foundation of the thinking was very good. They did very good due diligence in terms of the research. And they came up with a creative idea that we think will have resonance and it will apply very well to our business model.”

The other finalists were JWT and Interpublic Group’s The Martin Agency in Richmond, Va., Gambill confirmed. (Omnicom Group’s DDB in Chicago also presented ideas, in an earlier round.) Final presentations took place in July at the client’s headquarters in Vernon Hills, Ill.

CDW supplies Internet technology products and services to businesses, government entities and schools. Among the brands the company sells are Apple, Cisco, Hewlett-Packard, IBM, Microsoft and Xerox. In 2007, private equity firms Madison Dearborn Partners and Providence Equity Partners acquired CDW for an estimated $7.3 billion.

CDW’s major media spending was about $54 million last year and approached $13 million in the first half of 2009, according to Nielsen. Those figures don’t include spending online or in direct marketing.

Chicago-based consultancy Jones Lundin Beals helped manage the review, a process that began internally at CDW toward the end of last year.