CYPRESS, CALIF. – Secure Horizons went to opposite ends of the agency spectrum last week to select two finalists in the search for an agency to handle its estimated $10-million corporate image account: Stein Robaire Helm/L.A. and Saatchi & Saatchi/Pacific, Torrance, Calif.
The tiny independent and the giant multiconglomerate will compete in coming weeks over an assignment that’s still to be determined.
Stein Robaire Helm comes to the final round with somewhat of an advantage, since it currently handles the regional advertising for the senior care HMO provider in California and is familiar with some of the Secure Horizons management.
The winning shop’s ultimate assignment will be an image-oriented campaign, designed to unify advertising in Secure Horizon’s four regions. The primary ad medium will be television, though all elements of the campaign will be tied to direct response. The agency will also be involved at the regional level, based on whatever degree of help the regions require.
Until now, Secure Horizons has used four regional shops to convey its advertising message: The Design Ranch in Portland, Ore.; Groves Chaney/San Antonio; Phillips & Johnson/Tulsa, Okla.; and Stein Robaire Helm representing the four states in which the company does business.
Review consultant Don Dorward, who runs his own consulting firm, Don Dorward Associates in Oakland, Calif., said the client had not decided whether regional agencies would be retained once the review is concluded.
Copyright Adweek L.P. (1993)