Green Mountain Enlists N.Y. Shop

BOSTON Green Mountain Coffee Roasters has selected BrandBuzz to handle its estimated $2-4 million advertising account, sources said.

BrandBuzz, a division of WPP Group’s Young & Rubicam, prevailed in a shootout against MDC Partners’ Margeotes Fertitta Powell. Both agencies are located in New York; the former declined comment and the latter could not be reached.

A client official would not disclose the name of the winning shop, though he said a decision had been made.

The selection comes following a review process that began in the spring and dragged on through the summer, and after the client asked BrandBuzz and Margeotes to “tweak” their final June presentations. In April, New York independent Amalgamated and Interpublic Group’s Mullen in Wenham, Mass., had also been named as finalists. Those shops were cut in June after creative presentations.

The Waterbury, Vt.-based client launched the review in April. “It’s time for us to move to a long-term relationship with an agency,” said Rick Slade, Green Mountain director of brand imagery and communication, in April [Adweek Online, April 29].

Previously, the client handled advertising chores, which have consisted mainly of below-the-line efforts, in-house.

Green Mountain coffee is available through office delivery services and at supermarkets, resorts and more than 1,000 convenience stores operated by ExxonMobil. Its competitors include Starbucks and Dunkin’ Donuts.