Last week's meeting, said sources close to the review, was to determine whether the committee would put the incumbent on an equal footing with the other contenders - believed to include Ayer/Detroit; Hal Riney & Partners/S.F.; Ammirati & Puris/N.Y.; Fallon McElligott/Minneapolis; and one other undisclosed agency.
Burnett's pitch team, led by chairman Rick Fizdale and president Bill Lynch, presented to the committee last week in Chicago, said sources. They offered a plan that included new creative, new staff organization, new service arrangements for dealer groups, and long-term strategy for rebuilding the Olds brand.
Olds general manager John Rock has not been shy about expressing his concern over Burnett getting a fair shot at keeping the business, since no car account in recent memory has stayed with the incumbent following a review.
In a recent interview with ADWEEK, Rock said, 'When you look at Burnett's reel, with work done for Hallmark, United Airlines and McDonald's, you get a pretty good idea that Leo Burnett is a damn good agency, and should not be blamed for the problems Olds has today.'
Rock added, 'I have been concerned from the start that Burnett might not get a fair shot at it (by the entire committee) because of prejudice' against incumbents.
Copyright Adweek L.P. (1993)