Wins Creative, Media Duties for Local Client’s Packaging Business
ATLANTA–Edelmann Scott of Richmond, Va., defeated nine neighboring shops to be named agency of record for the flexible packaging and industrial film business of Reynolds Metals Co., also locally based.
“It was important for us to keep it in Richmond,” said David A. Heintz, marketing director of Reynolds’ flexible packaging division. “Any dollar I spend on traveling is a dollar I couldn’t spend on advertising.”
Other area finalists included Just Partners and Siddall Matus & Coughter. The account includes creative and media duties for the client’s shrink film and pharmaceutical packaging.
“Our goal was to find an agency that was small enough so the money was enough for them and large enough to handle our needs,” said Heintz. “The other thing, it was obvious we would be dealing with the top senior people at the agency. That wasn’t a feeling that I got with some of the others. It’s my opinion that when you find the agency where you can deal with the guy at the top, you’ve found the agency that’s the right size for you.”
Heintz said the budget totaled $1 million, but “whether I’m going to use that all for [Edelmann Scott] . . . depends on how successful we feel their efforts are, how successful the advertising is.” He said initially the deal will be worth “a high six figures . . . over a half-million dollars” to the agency.
“We have some business that shows good growth and potential that we haven’t put advertising into yet,” said Heintz. “If we can show that advertising will grow the profit, then we’ll go from there.”
Heintz also said that if Edelmann Scott did a good job, there was “opportunity for them to grow elsewhere [with Reynolds].”
Advertising had been handled internally for several years. Previous to that, defunct Richmond agency Finnegan & Agee had the account. The agency of record for the consumer division of Reynolds continues to be Saatchi & Saatchi in New York.
Reynolds Metals, which pioneered the development of pharmaceutical blister packaging in the U.S., offers a complete line of products for the shrink film industry.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity