ST. PAUL – GNB U.S.A. split with Henderson Advertising, Greenville, S.C., and moved advertising for its Champion battery products to Bernstein-Rein, Kansas City, Mo.
Henderson Advertising chairman, president and ceo Ralph Callahan confirmed the split last week.
Bernstein-Rein’s ties to giant retailer Wal-Mart may be one of the reasons why the agency picked up the Champion business. Champion has been shifting money from general advertising to co-op vendor programs with retailers, specifically Wal-Mart.
GNB had spent only $1 million last year, according to Leading National Advertisers. The company is expected to spend more money this year behind a national push of the Champion brand.
Copyright Adweek L.P. (1993)
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