Newport Beach-based Lawrence, Mayo & Ponder was in the dark last week about whether it had won a $20 million chunk of business from the California Department of Health Services. But then again, the ad shop was in the dark when it pitched the agency, too.
During the final round of pitches for the health-related ad campaign in Sacramento two weeks ago, Lawrence Mayo hit an unexpected speed bump. Twenty-one account executives and planners already had set up elaborate stages, presented their videos (with original music), some creative work and media plans to a panel of 13 judges.
But during the final 15 minutes of their 90-minute presentation (a timer kept them honest) the lights suddenly went out,stealing the thunder from their finale.
“There are 40 overhead fluorescent units in this room and all of the lights go out. It’s pitch black,” said Lynda Lawrence, agency president.
It turned out the government building is part of a conservation program, where promptly at 5:15 p.m. every night, just 15 minutes after quitting time, the lights,not the power,automatically shut down, Lawrence said.
Since December, the state has instituted the practice to cut back on energy use during the power crisis. There’s one glitch: None of the judges,all of whom work in the building but knock off at 5 p.m.,were aware of the practice.
So without much ado, the ad agency kept its cool and moved on. Lawrence said one of her executives flashed a tiny flashlight under her chin and joked to the judges: “Hey, if you can see me, then let’s keep going.”
Though the power remained on, it was little consolation since big painted banners were part of the close, Lawrence said. But not all was lost. With 120 seconds left in the presentation, two emergency lights flicked on in the room.
“So we did our grand finale in the twilight. Then we packed up everything and went home,” Lawrence laughed. “If there were points given for performing like a professional, I would think we would get them.”
Time will tell.
Lawrence Mayo, the incumbent on the account with billings of about $34 million, is hoping to beat two other finalists: the Sacramento offices of Runyon, Saltzman & Einhorn and Ogilvy & Mather. The three are vying for the state department’s Cancer Prevention and Nutrition Section account worth $20 million over three years. As of late last week, Lawrence still was awaiting word on who would get the account.
From the start it has been a challenging ride. Prior to the actual pitch, each agency had to answer a state questionnaire. The OC shop’s response was 500 pages, which were tucked into a binder with art samples and hand delivered.
Then, of course, there was the presentation fiasco and now the wait, which has been longer than anticipated due to an unforeseen hold up at the state level. The orange juice and champagne Lawrence bought last week in hopes of celebrating with her staff remains in the fridge.
“By now, the orange juice has gone bad,” Lawrence said laughing. “If we win, we’ll just have to drink the champagne straight.” n
