Irma S. Mann, Perich to Work in Tandem
DETROIT--Henry Ford Museum & Greenfield Village, Dearborn, Mich., has asked Perich + Partners in Ann Arbor, Mich., to join with Boston agency Irma S. Mann, Strategic Marketing, to handle its $2-3 million account.
The specific division of labor between the two shops and contracts were still being negotiated last week, said Julia Saylor-Plumhoff, director of audience development for the historic site. Incumbent Simons Michelson Zieve, Troy, Mich., which handled the account for the past five years, did not participate in the review.
Irma S. Mann, which already handles the Metropolitan Detroit Convention and Visitors Bureau, plans to open a Detroit office in late summer to service the two accounts. Sources said the shop is courting Kim Fitzgerald, marketing director at the visitors bureau, to head the office. Agency representative Larry Marchese said no staffing decisions have been made. Fitzgerald could not be reached for comment.
Saylor-Plumhoff said Irma S. Mann was selected as the "lead agency" because of its experience as a specialist in destination marketing. Perich "will provide a helpful and interesting local advantage," she said. Irma S. Mann's intention to open a Detroit office was a "factor in our decision," Saylor-Plumhoff said.
The assignment includes both creative and media planning and buying. While past advertising has primarily been in radio, collateral and outdoor, TV work is being considered for the future for the tourist spot, which attracts more than 1.1 million visitors annually.