Shop Becomes Chain's Marketing Partner
LOS ANGELES--Mendelsohn/Zien has emerged as the winner of Winston Tires' $4 million ad account.
The Los Angeles shop prevailed because it looked at more than the company's advertising, according to search consultant Mike Marsak, who conducted the review on behalf of the client.
The other finalists were Grey Advertising, Los Angeles; Publicis Dialog, San Francisco; and WongDoody, Santa Monica, Calif., and Seattle.
"They're going to allow us to participate fully as their marketing partner," said agency president Richard Zien.
The shop will be responsible for all strategic and creative development, media planning and buying, direct response, promotional and Hispanic ad duties, Zien said. The agency is also working with the Burbank, Calif.-based tire chain to expand its operations nationally.
M/Z showed "fabulous intelligence and business sense," said Marsak, president of Effective Marketing Strategies, Marina del Rey, Calif. "They understand how to position a brand and offered a brilliant idea [for Winston] not directly related to advertising."
Marsak would not elaborate further on the agency's presentation.
--Teresa Buyikian and Angela Dawso