LOS ANGELES-New York shop Dweck has prevailed over DDB Needham here and Atlanta’s WestWayne for United Paramount Network’s creative assignment.
The agency is currently assisting the client with its May 20 upfront presentations, which may lead to the shop handling the network’s entire $20-25 million business.
UPN liked Dweck’s notion of using the network’s underdog status to its advantage. Its rating are dwarfed by those of The WB, ABC, CBS and NBC. The client is hoping to attract a younger male audience.
Agency principal Michael Dweck described UPN and his shop as being “like twins” in their shared vision for changing the face of TV. “There was a mirroring of ideas,” he said. Chemistry between agency and client was so strong that “we didn’t really present anything” to win the business, said Dweck. The agency will open a Los Angeles office to service the business.
The small New York agency-which officially changes its name from Dweck & Campbell today-did not appear to be a favorite for the business at the start of the review. Based 3,000 miles from the client, principal Michael Dweck had also been pursuing a potentially conflicting relationship with CBS. Dweck had also been frustrated by his initial lack of access to UPN CEO Dean Valentine.
Dweck’s victory surprised the other contenders. DDB received a letter from the client that implied UPN was still undecided, and would possibly contact the contenders at a later date, sources said last week. WestWayne heard unofficially that it was not likely to get the business before the client officially told the shop the review was decided.