Modernista! Comes Up Short for Carpet One

BOSTON Carpet One has selected Doner to handle its estimated $20 million account, according to Select Resources International in West Hollywood, Calif, which led the search.

The Southfield, Mich.-based agency overcame Berenter, Greenhouse & Webster and the Ocean Group, both in New York; Campbell-Ewald and Colby & Partners, both in Santa Monica, Calif.; and Modernista! in Boston. The Ocean Group previously handled projects for the Manchester, N.H.-based flooring retailer.

The failure of Modernista! to advance continues a lengthy dry spell for the independent shop, which has won only one noteworthy account, the $5-10 million Veryfine Juices business, in the past year. Modernista! was named Adweek’s 2001 New England Agency of the Year, but slumped badly last year, failing to convert in numerous pitches (such as Timex) and parting with the Gap, which had been its signature account.

The 35-person independent is currently in the early stages of pursuing a major national assignment, the name of which Modernista! executives declined to disclose.

Doner is charged with creating a campaign that targets consumers and its 1,000 independent store owners.

Doner representatives could not immediately be reached for comment.

—Rebecca Flass and Lisa van der Pool