It is the first account win for the agency since John Ferrell arrived at the agency last May as creative director on non-Kmart business.
The review for the Pittsburgh-based retailer's account began last summer shortly after the arrival of marketing director Lisa Kranc. Kranc knows Ferrell from his days as creative director at Hill, Holliday, Connors, Cosmopulos/N.Y. when he worked on Jacob Suchard's candy business, and Kranc was on the confectioner's marketing staff.
CHF, which beat out Ingalls, Quinn & Johnson/Boston in the final round, will break new TV and print ads for the chain in early February. Giant Eagle is a dominant chain in Pennsylvania, Ohio and West Virginia.
Though not disclosing the creative that won following a test conducted by a outside firm, Ferrell said ads will highlight how the stores make the lives of its customers easier.
Ferrell, who often wears a signature white shirt and tiny bow tie, said at the start of the review he thought the reaction of Giant Eagle executives to his unusual dress might hurt him in the pitch. But at the final presentation, the worried creative director was greeted by the selection committee, all of whom were wearing white shirts and tiny bow ties. 'I had a good laugh, and then figured we had a pretty good shot at it,' said Ferrell.
Copyright Adweek L.P. (1993)