Greenfield Village Looks to Build Brand
DETROIT–Henry Ford Museum & Greenfield Village, Dearborn, Mich., is in the final stages of a review of its $2-3 million account, said Julia Saylor-Plumhoff, its director of audience development.
The finalists are Irma S. Mann Strategic Marketing in Boston and Perich + Partners in Ann Arbor, Mich., she said. A decision is expected by mid-July. The assignment will include both creative and media planning and buying. While past advertising has primarily been in radio, collateral and outdoor, TV work is being considered for the future, Saylor-Plumhoff said.
Incumbent agency Simons Michelson Zieve, Troy, Mich., is not participating in the review, although it is not necessarily out of the picture, Saylor-Plumhoff said. Sources said if the account goes to Irma S. Mann, SMZ may be retained to handle work that would be logistically difficult for an out-of-town agency to complete.
SMZ and Perich + Partners executives declined to comment and referred calls to the client. Irma S. Mann officials could not be reached.
SMZ has handled the account for about five years. Irma S. Mann was chosen last year as agency of record for the Metropolitan Detroit Convention and Visitor’s Bureau.
The historic tourist destination attracts more than 1.1 million visitors annually, including 250,000 children, Saylor-Plumhoff said. “This is a place that is changing, and we’ve got some big new projects coming on line,” she said. “We’re really looking for someone who is more of a strategic partner and less of a day-to-day implementer.
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