3 Shops Battle For Bay State Jewelry Chain

Three agencies last week emerged as finalists in the review for DeScenza Diamonds’ ad account.
Looking to catch the eye of the jewelry retail chain are Haggman, Manchester, Mass., and Greenberg Seronick O’Leary & Partners and Pagano Schenck & Kay, both Boston.
Included on PSK’s pitch team is a representative from Media First International in New York, the agency’s affiliated media buying service, which will handle media chores if PSK wins the business.
There is no incumbent on the DeScenza account. What little advertising the client has done has been handled in-house, said Judy Neer, an official with Pile and Co., the Boston-based management consulting firm overseeing the competition.
Billings are $1 million or less, Neer said. Both media placement and creative development are in play.
The finalists are currently completing speculative assignments and an agency decision is expected in the next week or two, Neer said.
Initial advertising for DeScenza will probably be print-based, though some cable TV work is also possible, Neer said. The client has done little media advertising of late.
The Boston-based jeweler is looking for an agency with a strong background in retail advertising, according to Neer.
Haggman currently creates ads for Togo’s Eateries and recently won the account of Travel Expo, a chain of adventure travel stores. Greenberg Seronick has in the past handled creative and media chores for Star Markets. PSK has worked for several banks and retail clothing stores.
The winning shop’s first assignment will be to promote the grand opening of DeScenza’s Peabody, Mass., store in the fall. That event is the driving force behind the current review, Neer said. The client also has stores in Boston, Framingham, Mass., and Worcester, Mass.
The 83-year-old, family-run company also markets jewelry through catalogs, which are not included in the current review.