Retail clothing chain Pacific Sunwear, with over 400 stores in 47 states, had never mounted an ad campaign before February.
But with its sights set on 1,000 stores by 2003, the 18-year-old Anaheim, Calif., company is seeking an agency to handle its $4-6 million account.
The account has growth potential, said Pacific Sunwear director of marketing Carol Apkarian, who is heading up the search.
Catering to the teen-oriented board sport lifestyle, Pacific Sunwear has been using McElroy FCB, Newport Beach, Calif., for creative work on a project basis.
McElroy is invited to pitch, as are California shops Bozell Worldwide, Costa Mesa, Lambesis, Del Mar, and Bates USA and DGWB Advertising, both Irvine [Adweek, Aug. 23]. A decision is due in the fall.
McElroy does not necessarily have an advantage, Apkarian said, although being part of the FCB network is a plus. The company is seeking a shop with strong creative and good chemistry with its eight-person marketing team.
"They need to compare our services, prices, creative and overall abilities; they always told us they would do a review at some point," said McElroy vice president Tim Garrett.