Airline, Vineyard Assign Promo Activities to TLP

TLP has become the promotional agency of record for American Airlines and Fetzer Vineyards, accounts with combined billings of more than $12 million.
The American Airlines win followed a national review by the client. The account, which was first consolidated with DDB Dallas in 1994, was once held by TLP’s predecessor agency, Tracy-Locke Partners, also located in Dallas.
Said TLP president and chief executive officer Gary VonKennel, “We’re known to be big idea people and we’re working on at least one big idea for American. They’ve challenged us to provide that and I think we’re right on track.”
The agency will be responsible for both national promotions and collateral advertising for the Fort Worth, Texas-based carrier.
VonKennel, who took the helm at TLP last July, said two other large account wins would be announced shortly.
The Fetzer Vineyards account was awarded after a series of discussions were held with the client, VonKennel said.
A national consumer promotion for Fetzer is scheduled for September. The client’s brands include Valley Oaks cabernet sauvignon, Eagle Peak merlot and Sundial chardonnay. Fetzer, based in Hopland, Calif., is a division of Brown-Forman Wine Group USA.
Sandi Means, TLP’s chief operations officer, said all agency departments will be hiring new employees to accommodate the client growth. In addition to her role as COO, Means leads the agency account team for American Airlines.
TLP’s other accounts include Harrah’s Casinos, Pepsi-Cola Co. and Pizza Hut.
The Dallas-based marketing agency and promotional arm of Ominicom’s Diversified Agency
Services division reports annual capitalized billings of more than $420 million.