Berline Opens Chicago Office

The Berline Groupe has established a toehold in Chicago, setting up a field office to service its latest Wendy’s franchise group account.

Berline’s Glenview, Ill., office will be staffed by assistant media director Lisa Olmstead, who formerly worked on Burger King for D’Arcy/Mediavest, said Jim Berline, chairman and co-founder of the Bloomfield Hills, Mich., agency.

Berline represents six franchise groups for the Dub lin, Ohio-based fast-food retailer, located in Toledo, Ohio; Detroit; Flint/Saginaw/Bay City, Mich.; Traverse City, Mich.; Grand Rapids, Mich.; and Chicago. The Chicago group, formerly handled by Bates, was added earlier this year without a review. Wendy’s shifted lead-agency duties on its $400 million business from Bates to McCann-Erickson in August.

Berline president and co-founder Michelle Horowitz remains the agency’s lead executive on all Wendy’s business, Berline said.

Olmstead was assistant media director/Chicago media department manager at D’Arcy, where she headed strategic development, execution and maintenance of all media activity for the Burger King ac count. She planned budgets of $30 million for 65 markets and presented media plans, buys and promotions to franchisees. Olmstead also supervised the Chicago media department and acted as a liaison between the agency’s account management team and the buying group.

Prior to joining D’Arcy, Olmstead was a senior broadcast negotiator at the former Lois/USA, Chicago, and a broadcast negotiator at J. Walter Thompson, Chicago.

Horowitz said Olmstead’s extensive experience in the Chicago media community should help establish The Berline Group there.

Billings for the individual franchise groups were not disclosed, but Wendy’s franchisees nationwide spent an estimated $90 million in 2001, according to CMR.

A member of the Marketing and Advertising Global Network (Magnet), the 20-year-old agency bills more than $60 million annually. Other clients include Detroit Metro Convention & Visitors Bureau, Detroit Marriott Renaissance Center, Er hard BMW, Greektown Casino and Kewadin Casinos. K



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