Blanchard Schaefer Gets Energy Pros to Commit

Blanchard Schaefer Advertising walked away with an entire account during an assignment pitch for the second time in less than a year.

Executives from Energy Solutions Plus (ESP) awarded the Arlington, Texas, agency its creative and media account following an initial discussion about a much smaller project. Billings are undisclosed.

Originally, the agency had been asked to develop graphics for ESP’s booth at an upcoming trade show. During a meeting, however, the shop pitched a larger branding campaign.

“We helped them realize that unless they took a bigger approach, they would miss opportunities and it would have been an inefficient use of their marketing funds,” said agency principal Ken Schaefer.

ESP cancelled the interviews it had scheduled with two undisclosed agencies here following the conversation with Blanchard Schaefer, according to the client.

ESP provides integration and consulting services to companies in the energy industry.

The agency’s creative team worked with the Forest, Va.-based client to position the company as the “knowledge leader” in its category, which includes much larger competitors such as Accenture and PriceWaterhouseCoopers.

The client implemented Blanch-ard Schaefer’s branding strategy at the trade exposition. The agency plans to carry that positioning through other marketing efforts, including print advertising, public relations and collateral support.

Last summer, Blanchard Schaefer won the $1 million-plus creative account of Carrolton, Texas-based Palm Beach Tan during a creative presentation.

“They knew what they were talking about in terms of the in-dustry, which led to some strategic thinking,” said Troy Minaldi, di-rector of marketing for the chain of tanning salons. “It wasn’t just coming up with creative materials. There was solid reasoning behind it that we felt was extremely important in where we wanted to grow as acompany.”

Will the agency incorporate the double on-the-spot account wins into its own branding?

“Maybe we need to work that into a tagline,” Schaefer joked.