Consultant Seeks Shop for Dole

By Kathy Tyrer and Jennifer Comiteau

LOS ANGELES–Dole Packaged Food Co., a client of Rogge Effler & Partners, has launched a review for its estimated $2-3 million account, sources said.

The review is being conducted by search consultant the Advertising Agency Register in New York. The AAR declined comment. The consultant is said to have sent blind questionnaires to West Coast agencies in recent weeks on behalf of the client.

Five undisclosed West Coast agencies have been selected to meet with Dole, sources said.

The packaged goods account includes Dole fruit juices, canned vegetables and ready made salads, among other products.

Dole is one of three remaining accounts at the troubled Rogge Effler. The review comes amid a restructuring at the Santa Monica, Calif.-based agency, which is expected to be renamed to mark the arrival of Rick Colby, creative director. Colby is now a partner along with chairman Don Effler.

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