4 Shops Vie for MBE

Three Midwest shops with strong retail backgrounds are among the finalists for Mail Boxes Etc.’s $20 million account.

Surviving a cut from an initial group of 13 agencies in the running for the business are Doner in Southfield, Mich.; Campbell-Ewald Advertising in Warren, Mich.; Bernstein-Rein Advertising in Kansas City, Mo.; and McCann-Erickson, Los Angeles, the lone shop in the client’s home state.

Executives from the San Diego client will visit the finalists this week to give creative and strategic assignments, said Jeff Tritt of the Rojek Cutcher Group in Columbus, Ohio, the consultancy overseeing the review.

Final presentations will be made in San Diego on June 27 and 28. A decision is expected shortly thereafter.

The shops were selected as finalists in part because of their retail experience.

Mail Boxes Etc. wants strong creative to be combined with marketing that drives traffic and improves same-store sales, Tritt said. The company has more than 4,300 retail locations.

Mail Boxes Etc. CEO Jim Amos will be involved in choosing an agency along with other key client executives, including Kurt Schusterman, svp of marketing, and evps of operations and franchisees.

Also involved in the selection process will be a representative from United Parcel Service, which began the process of acquiring Mail Boxes Etc. in March.

Mail Boxes Etc. split with incumbent Ogilvy & Mather, Los Angeles, in February following a two-year relationship.