Reeves Proves To Be Hottest And Coolest

The Reeves Agency of Baltimore has been served the estimated $4-6 million Red, Hot & Blue restaurant chain account after a review that involved two other finalists.
The contenders in the final round included The Baker Group of Dallas and AbramsonEhrlichManes of Washington, D.C.
Reeves president and chief executive officer Rebecca Reeves said her agency may have had an edge because of its “reputation for taking embryonic, developing companies and helping them grow.”
Arlington, Va.-based Red, Hot & Blue, which has more than 30 franchises in the mid-Atlantic and Southwestern regions, opened four new units in March alone.
Reeves reported that the agency’s relationships with clients like Baltimore-based Neighborcare Pharmacies and Subway co-ops have given it experience in corporate and franchise operations.
Client marketing director Dianne Trepper could not be reached for comment at press time. Trepper had previously told Adweek that Red, Hot & Blue would be opening 100 additional restaurant locations in the next four years.
Reeves said that the agency would get out of the starting gate immediately with direct marketing, customer loyalty programs and some media work, as well as cross-promotional efforts with local groups.
The emerging retaurant chain, with its pit barbecue menu and blues-style music, was founded 10 years ago by by Memphis, Tenn., expatriates in Washington, D.C.
In addition, the agency has also been selected to provide various marketing services for Dulles Town Center, a new 1.2 million square foot mall located in Sterling, Va. The retail complex will be anchored by Sears, J.C. Penney, Hecht’s and Lord & Taylor. Lerner Enterprises, a Maryland-based development company, retained the $36 million shop for the marketing communications project.