3 Shops in Juice Maker’s Last Phase

BOSTON-The finalists have emerged in the review for the $3.3 million ad account of Veryfine. They are: Holland Mark Martin Edmund and Ingalls Advertising, both in Boston, and Leonard/Monahan in Providence, R.I., according to sources.
Not advancing were The Hayes Group in Williston, Vt.; and Greenberg Seronick O’Leary and Houston Herstek Favat, both in Boston.
The trio of finalists was scheduled to meet with client representatives last Friday for a briefing and a creative assignment, sources said.
Final presentations will be made to Veryfine executives at the company’s Westford, Mass., headquarters early next month. A decision is expected to be made shortly thereafter.
Executives at Pile and Co., the Boston-based consultancy overseeing the review process, could not be reached for comment at press time.
Although the agency search was started in May, the final cut was not made until now due to extensive market research the company was conducting over the summer, sources said. The agency that lands the account will be expected to use that information to develop advertising.
Veryfine’s director of marketing Michael Brandt has said the company would lean toward shops with “strong strategic planning and creative excellence.” The account will most likely encompass media planning and public relations, he has said.
Veryfine began the review in May after parting company with Mullen in Wenham, Mass., its agency of record for the past eight years.
Mullen introduced Chillers and Quenchers blended juices and created ads that positioned the fruit beverages as an alternative to soft drinks. One TV commercial featured a then-unknown comedian named Ellen DeGeneres.
Veryfine is a privately held, family-owned company founded in 1865. It makes and distributes a variety of beverages, including fruit juice drinks and cocktails as well as iced tea and lemonade, mostly through retail outlets in the Northeast.