SEATTLE – In a significant victory for EvansGroup here, the agency beat out Tracy-Locke/DDB Needham for Pepsi-Cola Co.’s $4-million Northwest marketing communications account.
Pepsi Northwest vp of customer development Mark Mangelsdorf denied that Tracy-Locke formally competed for the assignment. But other sources involved said that EvansGroup and Tracy-Locke made capabilities presentations to Pepsi Northwest management.
Dallas-based Tracy-Locke/DDB Needham handles Pepsi-owned franchises in most markets throughout the country.
The shift does not seem to indicate a move away from Tracy-Locke in other markets. EvansGroup’s entree into the business was as the 29-year incumbent on the $1.5-million Alpac Corp. account, a bottler that serves Western Washington. Pepsi purchased the formerly independent bottler earlier this year. The additional, local business EvansGroup picked up had been in-house.
‘Although most Pepsi-owned franchises utilize Tracy-Locke for field marketing communications, EvansGroup’s consistent record of excellence and specific knowledge of the Northwest market led us to this decision,’ said Keith Reimer, general manager of Pepsi’s Northwest business unit.
Dennis Miller, EvansGroup’s chief of operating officer, led the new business charge.
The agency will provide media placement and sales promotion services, including a half-dozen major promotions annually, in addition to implementing Pepsi’s national programs in the Northwest.
Pepsi will also makes use of EvansGroup Public Relations, the first pr liason involved in the Diet Pepsi tampering hoax earlier this year, for public relations services. The tampering crisis started in Tacoma, Wash. EvansGroup acted as Pepsi’s principal communications counsel for the first four-five days of the crisis.
Tracy-Locke/Dallas president/ceo Mike Rawlings declined comment.
Copyright Adweek L.P. (1993)