Gateway: Searching for the right advertising agency Founded in 1985 by Ted Waitt

Year

Major event happened

Ad agency

Key person

Tagline

Until 1993

In- house-print advertising

Ted Waitt

After 1993

First outside ad agencyCarmicheal Lynch, Minneapolis DArcy Masius Benton & Bowles

Henry Corra

March 1997

Retained the taglineYouve got a friend in the

business Later came with new campaign theme- From South Dakota to the rescue

Early 1998

Back to in-house advertising

March 19, 1998 March 1998

Fired DMB&B
DiMassimo Brand Advertising, a small creative boutique

Henry Corra

January 1998

Waitt stepped back and Jeff Weitzen became CEO of Gateway

Week after firing DMB&B April 1998

-Dropped 2000 from its name. -introduced new logo - moved its headquarter to San Diego -transformed itself from a manufacturer

Hired- McCann

Erickson

Late April

First Campaign

McCann Erickson

Lets talk about your Gateway 1. Yourware 2. Gateway@Work

For Several years

1. Targeting Consumers 2. Targeting businesses

McCann Erickson

August 2000

Most popular campaign

McCann Erickson

People Rule

January 2001

Featured actor- Michael

J. Fox as a spokesperson

Late January

Jeff Weitzen resigned and Ted Waitt resumed and dismissed

McCann

Erickson
Returned back to in-house with Henry Corra Revived its tagline- youve got a friend in business

Early 2002

Focused on campaign featuring cow

Siltanen/Keehn

Rob Siltanen

Summer of 2002

move away from the folksy, rural image to more modern and hip company Gateway: A Better Way. The Comforts of Gateway.

October 2002 Moved to March 2003

Changed the agency to

Arnell Group Leo Burnett