Community Newspaper Seeks Brand Boost
BOSTON–Community Newspaper Co., a unit of financial services giant Fidelity Investments here, is seeking its first agency of record.
The publisher of 109 weekly and daily papers will be sending materials to agencies shortly and is looking to hold “a quick review” that will lead to a selection in March or April at the latest, said client official Robin Lorenzen, who is overseeing the process.
Although sources pegged the budget in the $1-2 million range, Lorenzen said the scope of the work and media plans have not been finalized.
“We’re really looking to the agencies” to help formulate those decisions, she said. However, the client is looking for some brand-building efforts as well as ideas on how to integrate its Internet offering, townonline.com, under the Community banner, she said.
Kirk Davis, chief executive officer of Community Newspaper, will have the ultimate say over agency selection.
Sources said Davis has been pushing to get a shop on board in order to better compete against The Boston Globe, Boston Herald and other local media, but Lorenzen said there are no overriding market factors driving the review.
Agencies both large and small may be invited to participate, and it is likely that Fidelity lead agency Hill, Holliday, Connors, Cosmopulos in Boston and Dolabany Communications Group in Newton, Mass., which has worked for townonline.com, will receive materials, Lorenzen said.
Along with its ties to Fidelity, Hill, Holliday worked for the Globe for more than a decade. The agency should not be considered a favorite, however, as the initial field of contenders has not been determined, Lorenzen said.
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