Unhappy With Riney, Kinko’s Listens To 5

CHICAGO – Kinko’s is considering five shops for the creative and media duties on its $40 million advertising account, having split with Hal Riney & Partners/Heartland here.
Set for meetings with the client, to be followed by creative and strategic presentations in late July, are: New York shops Lowe & Partners/SMS and Ogilvy & Mather; Goodby, Silverstein & Partners, San Francisco; TBWA Chiat/Day, Venice, Calif.; and Wieden & Kennedy, Portland, Ore. The Ventura, Calif., printing, copying and business services company expects a decision by August.
“We’re looking for a campaign that is consistent over time,” said Charlotte McGee, director of advertising at Kinko’s. McGee indicated such qualities had been lacking in work from Riney in Chicago, which won the account in January 1995.
Riney/Heartland president Barry Krause could not be reached.
Kinko’s initially looked at about 10 shops assembled by St. James & Associates in Northbrook, Ill., McGee said. The consultancy is no longer involved.
Media buying has been handled by CPM Media Management, Chicago.
The tagline, “The new way to office,” was first used in a spot during the 1996 Super Bowl. The decision to use the Super Bowl was questioned by some at Kinko’s, sources said. The shop has not returned to the game since. The most recent work features the anxious moment when a customer gives documents to a Kinko’s staffer. “This is my life,” says a businessman to a clerk in one spot.
The client spent $25 million on advertising in 1997, per Competitive Media Reporting. McGee said this year’s billings are expected to total $40 million in 1998.
Kinko’s, which competes with local copy shops, has about 900 locations in the U.S. and overseas.