Principal and Hoover Narrow Reviews

Two Midwest clients looking to revamp their branding strategy have determined finalists in their agency searches.
Ammirati Puris Lintas and Publicis & Hal Riney, both Chicago, and Jordan McGrath Case & Partners, New York, remain in the hunt for Principal Financial Group’s $25-30 million account, according to sources.
Agency officials declined to comment on the review and the client could not be reached.
The Des Moines, Iowa-based insurance and financial-services company began looking for a new shop in May with the help of Triad Consulting Group, Troy, Mich., after determining it needed a fresh branding strategy.
Incumbent Brown Marketing Communications was invited but declined to pitch. The shop introduced the tagline, “Plan ahead. Get ahead,” for the growing financial firm.
Separately, Canton, Ohio-based Hoover Co. tightened the list of contenders for its $25 million account. The vacuum manufacturer, using Jones-Lundin Associates as its consultant, has selected four finalists from an initial list of 12-15 Midwest and East Coast shops.
J. Walter Thompson, Leo Burnett, DDB and Foote, Cone & Belding, all in Chicago, are expecting a briefing in early October. Presentations are set for early November, sources said. Agency officials declined to comment.
Cut from the list were Young & Rubicam, Chicago, and Doner, Southfield, Mich. Lynne Dragomier, a Hoover official, refused to confirm members of the short list. She said a decision is expected in November.
Hoover had been at Tatham for 11 years, but turnover in the shop’s upper management contributed to the company’s August decision to put the $25 million account in review, sources said.
In May, Tatham launched a new tagline, “Deep down, you want Hoover.”