Baskin-Robbins Begins Bi-Coastal Review

LOS ANGELES Allied Domecq’s Baskin-Robbins is launching a review for the creative portion of its account, the client said.

Independent VitroRobertson in San Diego currently handles creative duties and is participating in the review, said Maria Feicht, director of brand excitement for Baskin-Robbins in Randolph, Mass. VitroRobertson officials could not immediately be reached.

Feicht, who is leading the review, declined to disclose annual billings. Baskin-Robbins spent $10 million on ads in 2003, according to Nielsen Monitor-Plus.

Baskin-Robbins expects to issue a request for proposal to less than 10 agencies within the next week and will concentrate on shops on the East and West Coasts, Feicht said. She declined to say whether Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in Boston, which handles advertising for Allied Domecq’s Dunkin’ Donuts and has worked with Friendly’s in the past, would be invited to pitch.

While the assignment is limited to creative, Feicht said Baskin-Robbins would be interested in hearing about media buying capabilities of the invited shops. IPG’s Initiative in Los Angeles currently handles media buying. Work will include national as well as local duties, said Feicht.

Baskin-Robbins hopes to have a list of participating agencies by March 12 and select an agency by mid-May.