Michigan Shops Vie to Replace Irma S. Mann on $6 Mil. Account
DETROIT–The Detroit Metro Convention and Visitor’s Bureau is conducting a review of its ad account, although it plans to stick with the slogan, corporate name and logo created by its current agency.
The request for proposals pegged the organization’s total sales and marketing budget at $6 million, of which about $3 million will be spent on advertising, said Ken Kettenbeil, DMCV manager of area marketing. (The group recently changed its name, flipping the words Metro and Detroit.)
The incumbent agency, Irma S. Mann, Strategic Marketing in Boston, declined to participate in the review. The agency was awarded the account in April 1997 and opened a small Detroit unit in 1998, helmed by Kim Fitzgerald, formerly the marketing director at the convention bureau. Fitzgerald recently gave notice to relinquish her position, but that is not a factor in the review, Kettenbeil said.
Presentations are scheduled for Aug. 16 and 17, and a decision is expected by the end of the month, Kettenbeil said. The agencies participating in the review include: Brogan & Partners and J. Walter Thompson, both Detroit; Harris Marketing Group, Ann Arbor, Mich.; The Berline Group, Bloomfield Hills, Mich.; D’Arcy Masius Benton & Bowles, Troy, Mich.; Simons Michelson Zieve, partnering with Stone, August, Medrich & Co., both also in Troy; and Solomon Friedman Advertising, Bloomfield Hills, partnering with Cognos Advertising, Detroit. Campbell-Ewald Advertising, Warren, Mich., has dropped out of the review.
The selected agency will be asked to use the organization’s new logo, which was designed by Irma S. Mann in partnership with the convention bureau’s creative director, Jill Brunett, Kettenbeil said. The shop also will be required to continue using the slogan, “It’s a great time in Detroit,” also created by the incumbent.
While the client has not been dissatisfied with Irma S. Mann’s work, executives wanted to see “what other agencies could do for us,” Kettenbeil said. “We wanted a new perspective for next year.”
Agencies are being asked to present strategy and research and recommend media opportunities that would best meet the convention bureau’s goals, he said.
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