Baskin Seeks Shop for In-Store Assist

BOSTON Allied Domecq’s Baskin-Robbins said it is talking to agencies about handling marketing and collateral projects.

“We’re talking to a few agencies about in-store merchandising,” said Maria Feicht, a representative of Baskin-Robbins in Randolph, Mass. She noted that this is not a search for a new shop to handle traditional advertising chores: “[Baskin-Robbins] is just adding someone else as part of the repertoire.”

There is no timeline for an agency selection, Feicht said. She declined to disclose contenders. Sources said mainly small and midsize regional agencies with some retail or food experience are involved.

After a review last May, independent VitroRobertson retained the creative portion of the $10 million business. The San Diego shop had been the incumbent on the account. Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston picked up media chores in that review. Hill, Holliday also handles Allied Domecq’s Dunkin’ Donuts account.