Greyhound Selects Butler

SAN FRANCISCO Greyhound Lines has awarded its ad account to independent Butler, Shine, Stern & Partners in Sausalito, Calif., after a review, the client confirmed.

The shop pitched the business with Hispanic marketing agency The Vidal Partnership and global public relations firm Edelman.

“BSSP, Vidal and Edelman are a unified team and demonstrated a commitment to collaboration throughout the process. We were impressed with their passion and enthusiasm for the brand,” said Toby Purdy, Greyhound’s CMO.

The estimated budget is $20 million, per sources. In 2006 the Dallas-based client spent more than $15 million in measured media, according to Nielsen Monitor-Plus.

When Greyhound launched the review last December, officials said they planned to integrate advertising, PR and other services at a single shop.

Incumbent The Richards Group, a Dallas-based independent that won the account in 2004, did not defend. Other contenders were undisclosed.

“Greyhound is one of America’s iconic brands. We’re excited to team up with these partners to help solidify Greyhound’s position for future growth,” said Greg Stern, CEO of BSSP. “This win is part of our agency’s strategy to identify key national brands which can use our strengths for integration and collaboration,” he added.

Greyhound is in the midst of a program, called “Elevate Everything,” to rejuvenate its brand. The program includes newly refurbished and clean buses, terminal upgrades, new employee uniforms, and enhanced customer service. New marketing work is expected to break as early as June, said a company representative.

The interactive portion of the business stays at Slingshot in Dallas; it was not in play.