Amway's Mystery Pitch

Amway Corp. is looking for an ad agency to market a line of food storage containers. But traditional advertising is not a must.
In fact, Amway seems more interested in direct response, graphic design, collateral materials and the Internet.
A questionnaire shops received last week suggests that the Ada, Mich., company needs a partner to develop a brand strategy for an “upscale or premium” product. The containers (shown here) are clear, unbreakable and resistant to scratches and stains, explained a client representative.
The “million-plus” assignment offers agencies a chance to show what they can do below the line.