LOS ANGELES Independent Leopold Ketel & Partners has won the estimated $3 million ad account of Tillamook Cheese following a review.
John Russell, LKP president, characterized Tillamook as "one of Oregon's most revered brands. Every agency in town wanted this one. Like Nike and Columbia Sportswear, it's one of the great home-grown brands."
The review finalists were LKP and independents Borders Perrin Norrander and HMH, all in Portland, Ore. FourStories, Portland, was the incumbent.
"They want us to take our time, think through the business and come up with a fresh marketing plan before we start in," said Russell. "Not just in terms of the brand thinking and strategy, but in terms of the communications tools."
New work will break in the spring. "Tillamook does a lot of consumer, business-to-business, print, spot radio and spot TV," said Russell. "We have not determined our media strategy yet."
Tillamook spent $3 million on advertising in 2005 and $2 million through August 2006, according to Nielsen Monitor-Plus.
Stacia Allen will handle account supervisor duties, with Rob Morrison guiding business strategy. Jerry Ketel will lead creative development.
Kathy Holstad, Tillamook marketing director, said, "Leopold Ketel impressed us with their creativity and approach to Tillamook Cheese branding. We also have a great chemistry with the agency team members."
Other clients working with LKP include Hood River Distillers, Oregon Public Broadcasting and Oregon Scientific.