Becomes Semifinalist for HomeRuns.com
BOSTON–McKinney & Silver is one of six shops that emerged last week as semifinalists in the review for the $10 million advertising account of HomeRuns.com.
Also vying for the assignment in addition to the Raleigh, N.C., shop are: Deutsch Boston, pitching with its New York office; Carmichael Lynch, Minneapolis; Campbell-Ewald, Warren, Mich.; and Gotham and Grey Advertising, both New York, said Skip Pile, chairman of Pile and Co., the Boston consulting firm overseeing the search.
A cut to three or four finalists will be made before the end of the month. A winner will be named in July. Both creative development and media chores are up for grabs.
The client, a grocery home delivery service based in Somerville, Mass., had worked with Boston creative boutique Connelly & Partners and PGR Media, a buying service in Providence, R.I. Recent ad efforts have consisted of regional radio, print and collateral executions.
Neither Connelly nor PGR was invited to pitch. Holland Mark Edmund Ingalls, the Boston agency that crafted humorous campaigns for the client in the late-1990s, likewise was not asked to participate.
The client is looking for an agency to help tout its expansion plan. Earlier this year, HomeRuns announced a push into several new markets, driven by a $100 million investment from Cypress Group, a private equity firm in New York.
HomeRuns has mainly serviced greater Boston communities. As its market widens, however, an agency with more branding experience has been deemed necessary.