Starbucks Coffee Shifts Its Ad Account

Starbucks Coffee Co. is shifting its advertising account to BBDO West in Los Angeles from Goodby Silverstein & Partners in San Francisco. Billings are estimated at $10 million. Starbucks cited differences with Goodby on a “future path for advertising” as the cause of the split. Scott Bedbury, Starbucks’ marketing chief, wouldn’t comment on the disagreement. Goodby, an acclaimed agency and creator of the “Got Milk” ads, produced little advertising for Starbucks since winning the business two years ago. Observers said TV commercials for Starbucks’ Frappuccino that aired this summer failed to significantly boost sales of the cold drink. Bedbury said the ads met the broader objective of building Starbucks’ image. BBDO West said it is developing ads around the concept of Starbucks as an oasis. The runner-up to Goodby two years ago, BBDO West forced itself into the competition for Starbucks’ account in 1995 by taking over operations of a coffee shop, and sending a videotape of its efforts to Starbucks’ Seattle headquarters. Goodby and BBDO West are part of Omnicom Inc., a New York-based holding company. . . . Larry Tolpin, 45, has joined J. Walter Thompson as a worldwide creative director and chief executive of the advertising agency’s San Francisco-based unit, JWT West.