CHICAGO Independent shop Ten United has won the $20 million ad account of Carpet One following a review of undisclosed contenders. The Manchester, N.H.-based client had worked with Doner for 18 months, but is now shifting to a regional strategy. Ten United's office in Pittsburgh will handle the assignment.
The client was impressed with the shop's ability to work with local field markets, much as it does for Perkin's restaurants.
"They have the ability to work with a [single operator] and with a group of stores," said Dean Marcarelli, Carpet One's co-chief operating officer. "We're very optimistic that over time, we'll have the same success that Perkin's has had."
For the restaurant chain, Ten United employs a national field-marketing staff that works as de facto regional marketing managers for the client.
"They're employed by us, so we have insights that we wouldn't normally have," said agency CEO Bill Binstock. "We can find out what works on the ground and what doesn't."
The shop will create a similar setup for Carpet One, he said.
Though Doner was Carpet One's most recent agency, the client took the account in-house in January 2004, as it tried out a locally focused approach, Marcarelli said. After testing the program, the client contracted Select Resources International in Santa Monica, Calif., to search for an agency to help implement it.
Marcarelli would not reveal contenders for the review. Officials with SRI did not return phone calls.