TFA/Leo Burnett Gathers Pace in Its First Year
Technology Unit Lands 4 Accounts, Plans to Drop TFA
From Name By Aaron Baar

Midwest Edition, June 7, 1999

CHICAGO- The agency formerly known as TFA Communications is starting to reap the rewards of its nearly year-old union with Leo Burnett.

"WeÕre starting to get the momentum going since the acquisition," said Sean Bisceglia, chief executive officer of TFA/Leo Burnett Technology Group.

The business-to-business technology specialist is expected to drop the TFA label this summer, becoming the Leo Burnett Technology Group, to integrate more closely with its parent, Bisceglia said.

Four recent business wins are evidence the marriage is working, he said. TFAÕs Chicago office recently was awarded a project from Bell & Howell Imaging Solutions, Niles, IL and was named agency of record for Louisville, KY-based TechRepublic. Its Boston office was named agency of record for Comdial, Charlottesville, VA, and Information Builders, New York.

Bisceglia estimated total billings to be around $22 million. He credited the wins to the expanded resources gained through Burnett.

Among those resources are the unitÕs new chief creative officer, Jamie Pfaff (who came from BurnettÕs China office), and planning director Michelle Edelman, and the expertise found at BurnettÕs Starcom media unit, Bisceglia said.

On the downside, the high-tech unit lost out to The Richards Group, Dallas, for ComdiscoÕs $10 million account and to McConnaughy Stein Schmidt Brown, Chicago, for Internet technology company Whitman HartÕs $1-2 million account.

Burnett aquired TFA last July to tap the growth potential of high-tech clients. TFA may eventually help BurnettÕs consumer clients with their technology needs, but its main focus for now is on business-to-business.

In addition to increasing TFAÕs scope, the merger helped Burnett push into OracleÕs $90 million review, Bisceglia said.

TFA had provided trade show services for Oracle, which put Burnett on its review list at BiscegliaÕs urging he said.

"Leo Burnett didnÕt make it onto their radar screen until we raised our hands," he said.


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