Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Friendly Ice Cream Corp., striving to define its niche in the casual-dining market, has handed its estimated $20 million ad account to GMO/Hill, Holliday without a review.
The San Francisco-based unit of Hill, Holliday, Connors, Cosmopulos in Boston was chosen by the client based mainly on a past relationship between Friendly president and COO John Cutter and Goldberg Moser O’Neill, according to Friendly and the shop. GMO came under the banner of sister Interpublic Group agency Hill, Holliday earlier this year.
“We’re trying to understand where we fit in the marketplace and what our long-term positioning should be,” said Richard Couch, client svp and chief marketing officer.
Cutter had worked with GMO in the 1990s while at Boston Market restaurants, and “he liked the work we did for him then,” said a GMO/Hill, Holliday representative.
The Wilbraham, Mass.,
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in