Ala Moana Center
dumps its ad agency

Starr Seigle had served the center
for nearly 20 years

By Debra Barayuga
Star-Bulletin

Starr Seigle Communications, the state's largest advertising firm, announced today that it will be turning over Ala Moana Center's advertising account to Ogilvy & Mather in June.

Starr Seigle has handled Ala Moana's advertising and promotions for nearly 20 years.

Dexter Suzuki, Ala Moana marketing director, this morning declined to comment, saying he had not spoken to all four firms vying for the account.

Ala Moana in January began considering presentations from four of Hawaii's five largest advertising firms: Starr Seigle, Milici Valenti Ng Pack, the Schiller Group, and Ogilvy & Mather Hawaii. Ala Moana is considered one of the state's largest advertising accounts, with annual billings of more than $1 million.

"We're disappointed, but we understand the realities of current conditions in the marketplace and the pressure that places on management at the center," said Jack Bates, president of Starr Seigle, in a statement.

The loss will not dramatically impact Starr Seigle because of the depth of the firm's client base, said Jim Boersema, spokesman for Starr Seigle. In the last three months, the firm has picked up accounts with Hawaiian Airlines and Kaiser Permanente.

Frank Haas, managing director and chief executive officer of Ogilvy & Mather, had not received official confirmation and declined to comment.