Cryovac ‘Sanity Check’

Plastic packaging manufacturer Cryovac in Duncan, S.C., is considering eight agencies, including Publicis/Bloom in Dallas, for its estimated $8 million global trade advertising account.
Andy Brewer, executive director of global market development and marketing services at Cryovac, confirmed the review. The competition is a result of the firm’s recent worldwide reorganization from locally directed regional businesses to a consolidated, global operation. Brewer declined to reveal the ad budget.
Cryovac is not dissatisfied with incumbent Newman, Saylor & Gregory in Columbia, S.C., Brewer said. Rather, “our organization has changed . . . We wanted to do a sanity check and make sure we had the right agency.”
Still in the running following agency visits by the client are: Publicis/Bloom; Fitzgerald & Co. and Ogilvy & Mather, both Atlanta; O’Connell, Norton & Partners, Chi-cago; Kirshenbaum Bond & Partners and Grey Advertising, both New York; Young & Rubicam’s Miami office; and the incumbent.
Brewer said Cryovac also met with Atlanta shops J. Walter Thompson and Sawyer Riley Compton, but those agencies have since been cut.
Two or three finalists will be contacted by early this week for final presentations on Friday. A final decision is expected by Feb. 27.
Two-thirds of Cryovac’s product line is comprised of flexible plastic packaging for perishable foods. The company’ remaining business includes shrink-wrap film for video-cassettes, software, toys and other products, plus laminate materials for medical supplies.
The firm’s parent, W.R. Grace & Co. in Boca Raton, Fla., is spinning off Cryovac, which plans to merge with Bubble Wrap maker Sealed Air Corp. of Saddle Brook, N.J.