By David Gianatasio
BOSTON–Papa Gino’s last week assigned its advertising account to Clarke Goward in Boston after a two month review.
Devine & Pearson in Quincy, Mass., which pitched the account with Pro Media in Needham, Mass., and Greenberg Seronick O’Leary & Partners of Boston were among the shops that reached the competition’s final round, sources said.
The Dedham, Mass.-based pizzeria chain parted ways with three-year incumbent EvansGroup of Seattle in March.
Initially, only the creative portion of the $4-5 million business was believed to be in play. Clarke Goward has been assigned, however, both creative and media assignments as well as responsibilities for field promotions, a major portion of Papa Gino’s marketing efforts.
‘Papa Gino’s was open to unbundling (creative and media duties) . . . but finally decided to keep it all under one roof,’ said marketing consultant Dave Murphy of F.O.I. Associates in Scituate, Mass. Murphy oversaw the review process.
Papa Gino’s was impressed with Clarke Goward’s work for Wendy’s regional co-ops and for Eastpak, particularly its account service and regional marketing promotions, Murphy said.
Broadcast advertising will likely break in the next couple of months, said Clarke Goward president Jud Horner. Efforts will target the Boston/Providence, R.I., area, and other markets along the Eastern seaboard where the chain’s approximately 200 restaurants are located.
Although Papa Gino’s does not consider the Wendy’s business a conflict, it was not clear at press time if Clarke Goward’s handling of co-op accounts for Wendy’s–said to be worth about $2 million in billings–would be affected. ‘Issues with Wendy’s are still being worked out. . . . But I’m confident (all) accounts can be handled simultaneously’ by Clarke Goward, Horner said.
The Papa Gino’s account is the first new business win for Horner since he joined Clarke Goward in February. Papa Gino’s ad business was last handled by a Hub shop in 1994, but the client parted ways with Boston-based Houston Herstek Favat early that year. The agency subsequently sued Papa Gino’s for $300,000 in unpaid fees. The suit was settled out of court.
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