BBDO, Beacon split Aiful's $150m deal

Following a review, Aiful has awarded its US$150 million media account to I&S/BBDO and split the creative brief between I&S/BBDO and Beacon - TV to the former and print to the latter. New work breaks in April. Incumbents Dentsu, Hakuhodo and Asatsu-DK also took part in the review.

"This is our biggest win since we joined with I&S,

said Jerry Gentemann, managing director. BBDO acquired majority equity in I&S last June, following an initial minority investment in 1998.

Michelle Kristula-Green, Beacon president, added: "As Beacon's first major Japanese client, this is a significant win for Beacon."

As Japan's fifth-largest agency, I&S/BBDO has media clout even though it is much smaller than Dentsu. "Aiful's advertising must acquire new customers and have a direct effect on the market,

said Akira Takeshi, the agency's director of client services. "Central buying enables budget allocations to be based on regional marketing goals as well as selecting media based on effectiveness measurements. This consequently helps to achieve the same result of reach with a lower budget."