Diamond Walnuts Begins Agency Search

SAN FRANCISCO Diamond of California said today it is placing its advertising account in review.

Roth Associates of New York is leading the search and inquiries should be directed to that firm, the client said. The review involves creative and media duties.

“Because of our aggressive plans for the future, we felt it was incumbent upon us to seek out the strongest communications resources to partner with us in our growth,” said Michael Mendes, president and CEO of Diamond.

It was unclear whether the incumbent, Gardner Geary Coll of San Francisco, would defend. The shop has worked for Diamond Walnuts since 2000.

The search is expected to conclude in the third quarter.

The Stockton, Calif.-based client spent less than $1 million on advertising last year, according to TNS/CMR.

Founded in 1912, Diamond of California is the state’s largest grower cooperative, representing some 1,900 grower-owners.