Dial Seeks Creative Help on Product

DALLAS Dial Corp. is seeking an agency to do creative work for one of its products, the company confirmed Wednesday.

The name of the product and the value of the business were not disclosed. Dial Corp., based in Scottsdale, Ariz., spent $10.9 million on advertising in 2003 and $3.2 million through September of this year, per Nielsen Monitor-Plus.

“We’re really just shopping around for ideas on a project,” a Dial rep said. “We are not putting the whole account in review.”

Incumbent GSD&M, an Omnicom agency in Austin, Texas, is expected to compete for the project, sources said.

GSD&M won the account in June 2001 in competition with The Richards Group, an independent in Dallas, and Interpublic Group’s Suissa Miller in Los Angeles.

Dial was acquired by the Henkel Corp., based in Dusseldorf, Germany, in March in a deal valued at $2.9 billion. At the time, Dial reported annual sales of $1.3 billion.

Agencies considered for the new ad campaign that will break next year have worked with Henkel companies in the past, the Dial rep said. The names of the contenders were not disclosed.

In June, Dial named Tracy VanBibber senior vice president of worldwide sales. VanBibber, 42, came from Kraft Foods, where she was vice president of Kraft’s national distributor area, with responsibility for over $3 billion in sales.

In addition to the familiar Dial soap, Dial owns brands such as Armour Foods, Renuzit air fresheners and Purex laundry products.