Pinnacle West Seeking a Replacement for Young

Pinnacle West Capital Corp. has put its ad account into review following a split with Young Associates two weeks ago.

The review is being led by Michael Marsak, president of Effective Marketing Strategies in Marina del Rey, Calif. Young is not defending the business.

“We’re very proud of the work we did for them over the past 18 months,” said Jon Ward, co-owner of the Phoenix agency. The shop resigned the account, he said, due to differing views on “the structure of communication and approval.”

Pinnacle West spent $1.4 million on measured media last year, per Competitive Media Reporting. Its ad budget for 2001 is nearly $4 million, according to client spokesman Damon Gross.

“Our experience with Young Associates was nothing but wonderful,” said Gross. “They helped launch an advertising campaign that had great impact on the company and brought us in a new direction. But it’s time for fresh ideas.”

The client is interested mainly in TV ads from its new agency, although print ads are also expected to be in the mix.

Pinnacle West is a $2 billion company that generates and sells electricity and energy-related products and develops real estate projects. Its subsidiaries include Arizona Public Service Co.

Media buying is currently being handled by Media Buying Services in Phoenix. Pinnacle West will consider agencies that offer creative and media expertise; however, the media portion has “not necessarily been put into review,” Gross said.

The review will focus on agencies in Arizona, but other West coast shops will be considered.

Credentials must be submitted to Marsak by June 15. Interviews will take place at the end of June, followed by strategy meetings in August. A decision is expected in early September.

When Young handled the account, the agency developed two brand-building campaigns focusing on the concept of shared values and the customer as hero, Ward said. Ads used the tagline “The power to make it happen,” a line created in-house.

APS ads also used a tagline created in-house: “Energy. Enough to use. Not enough to waste.”