The Trouble With Saatchi

Ad agency Backer Spielvogel Bates Worldwide Inc. won fame for creating such all-American advertising as the "Tastes Great, Less Filling" campaign for Miller Lite beer. But in a Mar. 2 presentation to computer-products maker NEC Technologies Inc., BSB's tone was decidedly British. Leading the U.S. agency's pitch were two British admen whom parent company Saatchi & Saatchi PLC hopes will help revive the shop. NEC passed over Backer Spielvogel anyway. One of BSB's top U.S. executives complains that NEC was put off by Englishmen telling it how to succeed in the American market.

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