Paramount Selects Finalists

ATLANTA-Paramount Parks of Charlotte, N.C., has named five finalists for the creative portion of its $10-15 million business.
According to client vice president of advertising Rob Collins, the five contenders that remain from an initial field of more than 20 agencies are: Austin Kelley Advertising, Atlanta; Price/McNabb, Charlotte, N.C.; Barkley Evergreen & Partners, Kansas City, Mo.; Fahlgren, Dublin, Ohio; and McConnaughy Stein Schmidt Brown, Chicago.
Three of the agencies are also finalists for the media portion of Paramount Parks’ account, but Collins declined to identify the trio, pending client notification.
There are no other competitors for the media business.
Collins said Paramount Parks was “still considering” splitting the business between two agencies, though a separate creative assignment for the company’s West Coast operations now appears unlikely.
Incumbent Temerlin McClain gave notice in March, but agreed to stay on until a replacement was found. Agency president Dennis McClain previously stated the billings income from the account no longer justified the amount of work. Collins called the split with the Irving, Texas, shop “mutual.”
He said some of the finalists would pitch again this week, but “there are several that we have enough good information from” and would not need another presentation. A decision is expected next month.
Several of the agencies have presented spec work to Paramount Parks, though Collins said a final decision would not be based on creative samples.
“Key to our decision will be the strategic thought process, how [agencies] approach our business, their background and experience, their key principals, and the general cultural fit and chemistry,” Collins told Adweek.