The Loomis Agency has won the creative and media account of Community Coffee, a company with retail brands and a growing coffeehouse chain.
The estimated $3 million win puts Loomis, a $28 million Dallas agency, on the map because of the high-profile nature of the review, despite the account's relatively small size.
The closely watched review drew attention from some 70 agencies from New York to Minneapolis and from Baltimore to Dallas, attracted by the brand's seemingly promising growth prospects. Billion-dollar agency GSD&M responded to the request for proposal, although the Austin, Texas, shop did not proceed after its first client meeting. A GSD&M representative cited Community Coffee's strong brand loyalty in the South and the potential for growth as reasons for the industry's interest in such a small account.
"We are extremely excited obviously," said Loomis president Mike Sullivan. "We're kind of serving notice that we're an agency to be contended with."
Two other finalists in Dallas and Minneapolis were not disclosed. Incumbent The Richards Group, Dallas, which had held the account for 10 years, did not defend.
Carl Thompson, who joined Loomis in January, led the pitch for Community Coffee and will supervise the account. He was joined by creative director Mark Sullivan and agency founder and composer Paul Loomis. Loomis wrote original music to accompany the agency's spec creative, using local singer Hunter Sullivan.
"That was a big hit," Mike Sullivan said. "Obviously we're big into connecting brands to music. Whether that's the direction the client goes it's hard to say."
Community Coffee marketing director Mike Dabadie called Loomis "an agency we can grow with."
"We were especially impressed with their work from an audio perspective; they do very good radio and TV," Dabadie said. "Their solid background in branding and ... creative was what we needed."
Work breaking later this summer will include advertising, direct mail, promotions and point-of-sale.
Dabadie said the Baton Rouge, La.-based firm plans to add 10 stores within a year to its 40 CC's Coffee House units in Texas, Louisiana, Mississippi, Alabama and Florida.
The first CC's Coffee House opened in New Orleans in 1995. The company retails both a packaged Community Coffee brand in eight states and a high-end CC's Coffee product in its stores.