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Changing of Advertising Agencies
1
Changing of Advertising Agencies:
Case Study 2
Justin B. Martinez
Isabella Alzate
Cecilia Lee
Martha Perez
Anthony Lopez
Rebecca Palacios
James Medal
Florida International University
Changing of Advertising Agencies
2
Analyze Gateway’s decisions to change advertising agencies so many times over the past nine
years. Identify and discuss specific factors that may have led to each decision to change
agencies.
In the progress of Gateway trying to compete with other brands to resonate with its
customers, Gateway changed advertising agencies five times over the past six years and three
times in a 14-month period from early 2002 to 2003 (Belch, et al. pg.2). After noticing that their
advertising agency, DMB& B, did not satisfy the company’s needs because Ted Waiit (owner of
Gateway), wanted the agency’s approach to evolve into more modern techniques. Waitt quickly
fired them and went back to Henry Corra, whose agency produced a number of unscripted
commercials; this lasted several months (Belch, et al. pg.3). Waiit’s decision stemmed from this
thoughts that traditional advertising uses actors and scripted TV spots, [which is] everything that
Waitt did not want (Belch, et al. pg.2). The CEO announced several after the dismissal of
