New Agency Lineup for Thrifty Review



LOS ANGELES – A major shift of agencies in and out of the review for the creative portion of Thrifty Drug Stores’ $15-million account added a new wrinkle to the competition last week.
Now, even a New York shop’s gotten into the act.
As of last week, Asher/Gould, L.A., Kresser/Craig, Santa Monica, Calif. (which declined the invitation to pitch), Griffin Bacal/N.Y. and reportedly, Chiat/Day, L.A., had received belated invitations to the pitch from consultant Adrienne Gaines, who is assisting Thrifty executives on the review committee. Thrifty senior vp/marketing and merchandising Gary Rocheleau and director of advertising Bill Elgersma had contacted the first round of agencies directly.
Sometime after the additional shops were added to the list, original contenders Admarketing, Bozell and McCann-Erickson, all L.A., withdrew from the review for undisclosed reasons.
That leaves Asher/Gould, L.A.; incumbent Basso & Associates, Newport Beach, Calif.; Cohen/Johnson, L.A.; Eisaman, Johns & Laws/L.A.; Heil/Brice, San Clemente, Calif. and Griffin Bacal in the pitch. It’s unclear whether Chiat/Day is participating in the review.
For the past several months, Griffin Bacal executives have been actively looking to buy into an L.A. agency. The agency’s involvement in this review might indicate that the shop has furthered either those negotiations or plans to set up its own office instead. Agency executives declined comment.
Agency presentations began last week and will continue this week, with a decision on the account expected soon afterward.
Thrifty executives declined to confirm the list of advertising agencies in the review.
Copyright Adweek L.P. (1993)