By Sarah Jones
BOSTON--Wallwork Curry has been named agency of record for Mrs. Budd's, a Manchester, N.H.-based manufacturer of chicken potpies.
The Boston-based ad agency won the account after an informal review that included at least one other New England agency. Billings were not disclosed. The company spent $350,000 on media in 1995, according to Competitive Media Reporting.
The account had been handled by Arnold Communications in Boston on a project basis, according to agency representative Sheri Kaufmann.
In the mid-1990s, Arnold created some television and radio spots that were tested in Atlanta and Washington, D.C.--markets where the company was considering expansion. In recent years, the account had been largely inactive, Kaufmann said.
Maureen McNamara, who last year joined Wallwork Curry to head up client services, was at one time media director at Arnold. While McNamara said she was familiar with the account, it was a recommendation by an Arnold account executive that led to Wallwork Curry's inclusion in the review.
Budd Foods has tapped Wallwork Curry to revamp its corporate identity as well as create new trade and consumer print and broadcast advertising.
Cristal Webster, who heads up marketing at Budd Foods, did not return telephone calls by press time last week.
'We are looking at all aspects of (the corporate identity),' said McNamara, adding that Mrs. Budd's has a separate public relations firm based in Washington, D.C. The new ad campaign will most likely appear in the fall of this year in select markets.
Mrs. Budd's is a trademark of Budd Foods, which produces chicken pies and fresh food products that are sold throughout the East Coast and the Chicago metro region.
Wallwork Curry reported billings of $30 million in 1996.
Major clients include Domain home furnishings, Steinway & Sons, BJ's Wholesale Clubs, Neighborhood Health Plan, V-Mark Software and Century Bank.
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