Wolf Camera Narrows Its Focus

Wolf Camera has focused on three finalists in its initial search for an ad agency.

The Alpharetta, Ga.-based retailer has named Atlanta’s Fitzgerald & Co., Levenson & Hill in Dallas and Crispin Porter & Bogusky in Miami.

Annual billings are estimated at $10-20 million.

“We’re not typical,” said Wayne Freeman, Wolf Camera’s executive vice president and chief marketing officer, who described the decision to partner with an agency as necessary in light of the company’s growth. “We haven’t bounced around. This is an opportunity to establish a long-term relationship.”

Final creative presentations will be held at the end of February. A decision is scheduled for March.

Previous advertising for the 10-year-old retailer was created internally. The ads revolved around owner Chuck Wolf.

“I don’t know that we’d stop using him,” said Freeman who, not surprisingly, de-scribed his boss’s presence as compassionate, compelling and involved.

“The time is right to get additional help and support for the brand,” he said. “The new agency will be asked to assess what works and what could work better.”

Wolf’s 1999 sales were $499 million, according to Hoovers Online.