Bozell’s Persistence Pays Off

MINNEAPOLIS – Bozell here walked off with the estimated $1.5-2 million SuperValu Stores Inc. account last week after barely making it into the pitch or the finals. Bozell executives had heard about the review, but had not received a questionnaire, so they contacted SuperValu to get into the pitch. SuperValu named four finalists after the first of the year, however Bozell was not on the list. When Carmichael Lynch Advertising dropped out of the pitch last month, Bozell executives persuaded SuperValu to let them present and with three days notice put together what turned out to be a winning proposal. Bozell bested Kruskopf Olson, Peterson Pearson Milla and the Edison Group/FAME divisions of Martin/Williams, all Minneapolis. The agency will handle creative and media buying for a first-ever radio campaign.
Copyright Adweek L.P. (1993)