BOSTON Green Mountain Coffee Roasters has selected BrandBuzz to handle its estimated $2-4 million advertising account, sources said.
BrandBuzz, a division of WPP Group's Young & Rubicam, prevailed in a shootout against MDC Partners' Margeotes Fertitta Powell. Both agencies are located in New York. BrandBuzz declined comment; executives at MFP could not be reached.
The selection follows a review that began in the spring and dragged on through the summer, and after the client asked BrandBuzz and MFP to "tweak" their final June presentations. In April, New York independent Amalgamated and Interpublic Group's Mullen in Wenham, Mass., had also been named as finalists. Those shops were cut in June after creative presentations.
The Waterbury, Vt.-based client launched the review in April. "It's time for us to move to a long-term relationship with an agency," said Rick Slade, Green Mountain director of brand imagery and communication, in April [Adweek Online, April 29].
Slade confirmed that a decision has been made, but would not reveal the winner.
Previously, the client handled advertising chores, which have consisted mainly of below-the-line efforts, in-house.
Green Mountain coffee is available through office delivery services and at supermarkets, resorts and more than 1,000 convenience stores operated by ExxonMobil. Its competitors include Starbucks and Dunkin' Donuts.