Randall’s Addendum




Bates, Ogilvy Join Grocer’s TV, Radio Field
DALLAS–Two Houston shops have been invited to pitch the $10 million broadcast creative account of Randall’s Food Markets, one week after the grocery chain heard presentations from five finalists, sources said.
Bates Southwest and Ogilvy & Mather were both given a chance to present after Randall’s officials heard from the five other shops thought to be finalists, according to sources. Two insiders said the Houston client was reportedly unimpressed with what it heard and decided to seek additional ideas.
Executives at both Bates and Ogilvy declined comment. Randall senior vice president of sales and merchandising Frank Lazaran could not be reached at press time.
Randall’s officials have reportedly told agencies a decision might come down this week.
Those already having presented to Randall’s include DDB Needham Dallas; Temerlin McClain in Irving, Texas; and Houston agencies Rives Carlberg, BBDO and McCann-Erickson Southwest, according to sources.
Frustrations with the actions of Randall’s officials have been mounting for some executives at the competing agencies. All spoke to Adweek on the condition of anonymity.
Sources said the client asked for speculative creative work in its request for proposal, but chose not to tell agencies until face-to-face meetings weeks later that it wanted to maintain its current campaign–leading to questions about why a review was called.
Randall’s decision to put the advertising account into review in December 1998 prompted eight-year incumbent Fogarty Klein & Partners to resign the business last month. Rumors of the Houston agency’s tenuous hold on the relationship had popped up numerous times during the partnership.
The winning agency will produce advertising supplemented by in-house print work.