Branding work for established clients like SteakShake and Goodwill led The Indianapolis Star to award Young & Laramore its account.
The Indianapolis shop bested Pearson McMahon Fletcher England, Neary Creative and Cranfill, all in Indianapolis, in a review for the business.
"They are most effective with long-standing brands," Brian Priester, the Star's vice president of market development, said of Y&L.
The newspaper is looking not so much to change its image as to get people to pay attention to it, Priester said. "In our market, there is no animosity toward our brand but obliviousness," he said.
Priester declined to disclose spending, which will go mainly toward broadcast with possible direct and outdoor work. Arlington, Va.-based Gannett, which purchased the paper last year, spent $9 million through October of last year on advertising, according to Competitive Media Reporting.
Y&L president Paul Knapp admitted the initial budget "is a bit out of whack" for what the Star hopes to accomplish. "They are under new management and our hope is they will begin to look at the task at hand and see what is needed to pull it off," Knapp said.
The Star has not used an outside agency since 1992.