Tableware Maker’s New Southern Setting Leads to Appointment
ATLANTA-The Chinet Co., makers of Chinet disposable tableware, has hired The Buntin Group of Nashville, Tenn., as its new agency for creative work and brand-building strategies.
The $3 million account had been at Della Femina/Jerry & Partners in New York. But the Providence, R.I.-based company’s “recent move of our marketing staff [from Stamford, Conn., to Albertville, Ala.] . . . opened the way for discussions with agencies in our region,” said Eric Happell, Chinet’s director of marketing. “It was a natural opportunity for us to select a new agency partner.”
Representatives of DF/J&P confirmed that geography was the reason for the split.
Calling the agency search “a quiet but thorough review,” Happell declined to name other participants.
One source said it was more of an informal review, with the client contacting a variety of agencies for a series of meetings over a period of time before making its decision.
“There’s a person that works [at Chinet] who knows us, and when they started the search, they called us,” said agency principal Jeffrey Buntin. “We sent them a lot of our creative samples, then went down to [Albertville] for a lengthy tour and what turned into a daylong brand issues discussion.”
Buntin said Chinet officials subsequently visited the agency, where “we went through a category analysis for them. We never knew who else they were talking to. They were very close to the vest about it. Then they just called us up and said, “We selected you.’ “
Though the client estimated annual billings at $3 million, Buntin said planned branding assignments could raise that figure much higher. He said new creative work was expected to break in November, most likely on national radio with spot television.
Chinet is a wholly owned subsidiary of the Van Leer Group of Amstelveen, Netherlands. ƒ
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