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Cost-savings played a role in Hallmark’s decision last week to consolidate its advertising at Leo Burnett, but a representative of the greeting card company said economics wasn’t the main factor.
“We were looking for additional input, and that precipitated the review,” said company representative Julie O’Dell. Saving money by consolidating at Burnett “wasn’t a No. 1 consideration.”
Burnett, which handles Hallmark’s $90 million consumer advertising account, added the client’s retail and trade advertising account following a review that included the incumbent for the retail and trade business, Valentine Radford, along with Barkley Evergreen & Partners and Bernstein-Rein Advertising, all three of which are based in the company’s hometown of Kansas City, Mo.
Hallmark’s trade account could take on more importance as its contract with Kmart is set to expire June 1.
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