Car Freshener Company in Play

The maker of Little Trees air fresheners has begun contacting agencies as it begins a review of its advertising account.

The Watertown, N.Y.-based client has in recent weeks sent requests for proposals to agencies and plans to contact more before selecting a list of shops for evaluation in October, said a company representative, who de-clined to discuss the process in detail.

There is no incumbent agency, and no consultants are guiding the review. Paperwork is being sent out about a month before the review begins in earnest to give the client an idea of the types of shops that might be interested in participating, sources said.

The questionnaires do not give budget figures, but sources estimated initial spending around $2-3 million for a print and radio campaign.

The client has approached small and midsize shops in New England and New York with strong creative track records and penchants for humorous campaigns that relate consumer...