Car Gear, Bagels Converge at GSH

SAN FRANCISCO Grant, Scott & Hurley here has won the Pioneer Electronics Mobile Entertainment and Noah’s Bagels accounts, worth a combined $15 million, the agency said this week.

The independent shop won both accounts in reviews during the past week, said Brian Hurley, agency principal.

Noah’s, based in Alameda, Calif., is part of the New World Restaurant Group and had previously worked with independent Butler Shine Stern & Partners of Sausalito, Calif., which resigned the business, Hurley said. There was a small pitch including other agencies in both the San Francisco Bay Area and Denver, where NWRG is located.

GSH will create in-store and radio work, but there are no immediate plans for television, Hurley said. The account is valued at $4 million.

Pioneer of Long Beach, Calif., had been with BBDO for the past 12 years and also held a formal review involving several agencies, including Los Angeles independent davidandgoliath, a source said.

Amy Friend, Pioneer’s vp of corporate communications, said last month [Adweek Online, Sept. 7] that the company was “looking for a fresh perspective as our business changes . . . The core business of mobile has been the 16- to 24-year-old male, the tuner market, and BBDO did some great stuff for us, especially the online microsites.”

The company’s mobile division is now reorienting itself to the navigational market, Friend said, “which appeals to an older, more family-oriented, higher demographic range. We want a fresh look at things.”

GSH will produce mainly magazine print work for the car navigation equipment division of Pioneer.

Pioneer Corp. spent $3 million on advertising between January and June 2005; Noah’s spent $50,000 in the same time period, per Nielsen Monitor-Plus.

Mike Townsen, the Pioneer division’s director of marketing, said the “small, quick” review involved various agencies “who showed us spec work on our upcoming marketing initiatives, particularly in-vehicle navigation systems,” Townsen said. “The presentations were centered around that product category. Grant, Scott & Hurley brought us great creative ideas and a good media plan. We liked everything they presented, and there was good chemistry and communications between us.”

Townsen said Pioneer would up the spending to about $7 million in this division. “We’re looking to invest a little more to create awareness,” he said. “It’s a competitive category but it’s so new, the marketing is also about making people aware of what is available to them.”

with Gregory Solman