TORRANCE, CALIF. – PIP Printing last week named Saatchi & Saatchi/Pacific here to handle the creative and strategic portions of its estimated $5-million account.
The award culminated a year-long search that involved some 15 agencies in a series of informal meetings. That review process may have helped Saatchi snag the business. ‘Saatchi wasn’t an obvious choice,’ said Chuck Carr, director of marketing for the $226-million printing products and services chain. ‘We thought they were just another big, Madison Avenue agency.’ What PIP executives were seeking was a shop that could boost day-to-day revenues while developing a strategy to inform consumers about rapidly changing technology and differentiate PIP’s 800-plus outlets from an expanding roster of competitors.
Saatchi president Joe Cronin said the shop prepared for the meetings as if PIP were an actual client, and that helped foster a dialogue that ultimately won Saatchi the account. ‘It’s not like a new business presentation where everything takes on dramatic overtones,’ Cronin said. ‘You’re doing it the way you normally do your business every day. It gave them pretty good insight into who we are.’
PIP’s former shop was Jamison Cawdry Benjamin in S.F. Carr did not disclose the other contenders.
This is Saatchi’s second win in two weeks; it picked up Savoy Pictures.
Copyright Adweek L.P. (1993)
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