Case Study on Gateway 2000 Change of Advertising Agency

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Contents Synopsis: 2 Industry Analysis: 3 Company Analysis: 3 SWOT Analysis: 4 Case Analysis: 5 Selection and dismissal of advertising agencies: 5 Advantages and disadvantages of agency switching: 6 As an Agent for Gateway: 7 Recommendation: 7 Conclusion: 8 Synopsis: This case is about selection and dismissal of several advertising agencies, changes of CEO and merger within the tenure of eight years from 1997 to 2005 AD. Gateway, a computer hardware company was founded by Ted Waitt in 1985. The main motive of Gateway is to offer products directly to the customer and provide the best value for the money The selection of agency was first initiated in 1997 with D’Arcy Masius Benton & Bowles (DMB&B) and with Woo Agency in 2005. The advertising of Gateway was started with print advertisements which was of in-house production which then gradually changed into TV commercials, websites etc. with appointment of DMB&B as outside agency for brand globalization. Within less than a year DMB&B failed to meet Ted Waitt (founder of Gateway) expectations was fired on March, 1998. From year 1997 several taglines and campaigns were conducted by several advertising agencies like “You’ve got a friend in the business” by DMB&B, “Let’s talk about your Gateway” by McCann Erickson, “People Rule” campaign by McCann Erickson, “Gateway: A Better Way” by Siltanen/Keehn etc of which “People Rule” campaign in which actor Michael J. Fox was featured as spokesperson, gain a revenue of $9.6 billion in 2000. With increase in market competition by Dell, HP etc several changes in business strategy took place with three CEO changes starting with Ted Waitt himself, Jeff Weitzen in 1998 and Wayne Inoyue in 2004. Within this eight years of tenure mentioned in the case, Gateway was merged with eMachines, which relied heavily on advertising in Sunday circulars from consumer electronics

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