Be Brief Or Be Gone

Agencies wanting to make the final round in the review for the $5 million-plus Ritz-Carlton account had until last Friday to answer a letter from the client’s corporate director of marketing, Daniel Collins.
The account has been with Tausche Henderson Drake in Atlanta for 12 years. That shop said it would not compete for the Atlanta-based client this time around.
Collins’ letter asked interested agencies to submit responses, of no more than two pages, outlining how Ritz perceives itself in the market and how it conducts business.
Additionally, shops are asked to give their opinions on the chain’s current positioning, advertising and what its next marketing strategy should be. That is also restricted to two pages.
According to the letter, the client will review the responses and select a list of finalists by July 1.
A new agency will be named by Aug. 15.
A Ritz official said 50 shops were sent the invitation, though a like number is not expected to respond. — Jim Osterman