Breuners Centralizes At Fogarty

Furniture Dealer Assigns 5 Chains’ $20 Mil. Creative, Media Biz
DALLAS–Breuners Home Furnishing Corp. of Lancaster, Pa., consolidated the $20 million advertising account for its five retail chains at Fogarty Klein & Partners in Houston after a review of undisclosed shops.
Ron Nugent, client vice president of marketing, said he met with nine agencies as part of the search before consolidating creative and media duties at Fogarty Klein. He declined to name the contenders.
Nugent said the review was triggered in part by a desire to develop a more consistent branding message across all of the company’s chains. Breuners’ retail units are located throughout California, and the Arnolds, Huffman-Koos, Good’s and Wayside Furniture stores operate in New York, New Jersey, Pennsylvania, Connecticut and Delaware.
Breuners’ creative advertising account was previously handled by Lance Benefield & Co. in Phoenix. Media responsibilities were shared by Media Inc., New York; Universal Media, Mechanicsburg, Pa.; and JL Media, Union, N.J.
Nugent said Fogarty Klein was selected based on its its development of a “modular” creative approach that could adapt to the furniture company’s growth-by-acquisition strategy. He also cited the agency’s capabilities with database planning and direct response as factors that set it apart.
The retailer’s last acquisition was the February 1998 purchase of the 11-unit Wayside Furniture, based in Milford, Conn. Breuners posted more than $400 million in 1998 sales, according to Nugent.
Fogarty Klein principal Rich Klein said his shop first met with the client a year ago and began an ongoing dialogue about strategic and positioning issues that eventually led to the agency-of-record designation.
Cynthia McChesney, Fogarty Klein’s director of business development, said she thought the agency’s work on retail-driven accounts like Builders Square and Garden Ridge helped it land Breuners.
Fogarty Klein will develop television, radio, direct response print and collateral.
The agency’s first assignment is the creation of promotional television and radio commercials this month. That work will be followed by the launch of a new branding campaign in the spring.