Mack Trucks Trims Contenders List to 2

Mack Trucks has confirmed the two finalists in the review for its estimated $2 million ad account.
Pennsylvania shops Stiegler, Wells & Brunswick in Bethlehem and The Silberman Group in West Chester are vying for the creative and media buying and planning account of the Allentown, Pa.-based company.
The contenders have been asked to submit speculative creative work before the end of the month. The company hopes to choose an agency by mid-November, with a new campaign set for March 1998.
The two finalists–both claiming billings in the $25-30 million range, were selected from a list of 10 agencies. Other participants had included: Ketchum Advertising in Pittsburgh; Eisner & Associates and Gray, Kirk Vansant Advertising in Baltimore; Ciociola & Co. in New York; Lieberman-Appalucci in Allentown; SFGT and The Weightman Group, both in Philadelphia; and AbramsonEhrlichManes in Washington, D.C.
According to Daniel Danko, marketing director for Mack Trucks, the company wants to keep the account close to home.
Carmichael Lynch in Minneapolis handled the account from 1992 until June 1997, when it resigned after winning the $2-4 million Volvo GM Heavy Truck Co. account.
Carmichael’s ads, which did not use a tagline, ran in the trucking trade press and featured manipulated images of the Mack bulldog logo.
Danko said the new agency will “whet its whistle” on the Mack brand for a year or so, and will then help introduce new product lines.