Grant, Scott & Hurley, a northern California boutique agency, has garnered adver tising duties for a newly formed global supply-chain company, Menlo Worldwide.
The agency, which finalized the deal late last week, will break ads this week announcing the creation of the company in Europe, Asia and North America. A more extensive brand campaign is scheduled for early next year. Billings are estimated at $5 million.
Menlo is a subsidiary of CNF, a $6 billion management company that provides services such as global freight transportation and trucking. The Palo Alto, Calif., firm also helps companies move packages through customs.
"We'll learn a lot just by working for a company with so much experience," said agency co-founder Brian Hurley. "They've dominated their field for 70 years. Being asked to help launch the latest chapter in their history is an honor for a small agency like ours."
Menlo Worldwide was formed last week through the merger of CNF companies Emery Worldwide, Menlo Logistics and Vector SCM.
CNF initiated a review earlier this year after roster shop Citigate's San Francisco office closed. The review included two other undisclosed agencies.
"We wanted an agency in our part of the world who could devote the necessary time and energy to our business," said CNF advertising manager Lee Burton. "Their advertising for other business-to-business clients was as strong as their more consumer-based work. Demonstrating that breadth and range was obviously important to us.''
Burton said he was especially impressed with the agency's recent campaign for the San Francisco Chronicle, which included humorous takes on Bay Area life. In one spot, for example, two families fight over the Oakland Raiders and San Francisco 49ers.
"I thought if they could do that for our business, we could be successful," Burton said. "I liked their ability to take a message and translate it into witty and unusual advertising."
Grant, Scott & Hurley also works with Sears Point Raceway in Sonoma, Calif., and Canandaigua Wines, Concord, Calif.