Black Rogers Sullivan Goodnight in Houston was hired to create an advertising push for Allergy-Free after a three-way review.
The Houston manufacturer of allergy avoidance products, including the Aller-Pure air filter, also heard presentations from Rives Carlberg and Taylor-Speir, both Houston. Billings were undisclosed.
Taylor-Speir has done consulting work for the client, whose previous marketing consisted mainly of endorsement deals with radio personalities Paul Harvey and Rush Limbaugh. The client has also developed radio ads in-house; it did not previously have an agency of record.
Tina Berry, Allergy-Free's senior marketing manager, said the review was triggered by the company's desire to expand its marketing activities in 1999. Under consideration are television and radio ads that would maintain a direct response tack.
Direct mail is also expected to be a component of 1999 marketing plans, according to Berry. The shop's presentation included recommendations from its direct response unit, BRSG/Richmond Group, as well as its Media USA subsidiary.
BRSG chief executive Scott Black said the agency has begun developing direct response marketing programs that will launch early next year. The shop will also be responsible for new product introductions.
Berry said BRSG's presentation outlined a strategic plan and did not include spec creative samples. She said she was impressed by the shop's proposed compensation agreement, which was tied to BRSG's ability to generate specific sales volume.