Defeats PGC to Become Agency of Record
ATLANTA--Levenson & Hill topped PGC Advertising in a shootout to win the creative and media business of the Rug Doctor.
The two Dallas agencies were culled from a larger group of five area shops, said Kim Haymaker, marketing projects manager for Rug Doctor, which recently relocated from California to Plano, Texas. She said both agencies were given assignments and delivered full-scale pitches to the client before the final decision was made.
"We were looking for an agency who had a good design team, who had media buying capabilities, years of experience, and chemistry and personalities that matched with us," Haymaker said. "Side by side, we thought both agencies could do a fantastic job, but everything comes down to a comfort level and [Levenson & Hill] better fit our unique personality."
Billings were not disclosed, but Competitive Media Reporting cites 1998 spending at $1.7 million, with $2.6 million spent through September of last year.
Haymaker said Rug Doctor was looking for a new direction in its advertising, which led to the search. She said the bulk of spending would be on television, adhering to the company's current strategy.
Rug Doctor makes and markets carpet cleaning products and rental machines throughout the U.S. and selected overseas markets.
There was no incumbent for the creative portion of business; Rug Doctor had used a series of shops for project assignments. Media duties had been handled by Western International Media Worldwide.