Doner Plans Strategy Overhaul for Mail Boxes Etc.

Doner plans to execute a “significant shift in creative” for Mail Boxes Etc. in a campaign that will include a new tagline, the agency’s CEO said.

“It’s one of those brands that everybody knows of, but they’re not sure they know about,” Alan Kalter said of Doner’s new client. “It’s a famous brand, but there isn’t as much salience about the brand as there should be.”

Still to be decided is where the $20 million account will be based. The San Diego-based client initially said Doner’s Newport Beach, Calif., office would be in charge; Kalter later said it would be handled out of the agency’s Southfield, Mich., headquarters.

“That’s still to be determined,” said Kurt Schusterman, senior vice president of marketing at Mail Boxes Etc. He said the decision would be based on “efficiencies and what our needs are.”

Even if the Newport Beach office is involved, Schusterman said there would be “significant dialogue and work that happens in Detroit.”

Mail Boxes Etc. split with Ogilvy & Mather, Los Angeles, in February following a two-year relationship. Other finalists in the review were Campbell-Ewald Advertising, Warren, Mich.; Bernstein-Rein, Kansas City, Mo.; and McCann-Erickson, Los Angeles.

Ogilvy’s work for Mail Boxes Etc. included holiday TV spots tagged, “We’ll take it from here.” Ads used humor to underscore the potential for holiday shipping disasters.

Doner’s first work is scheduled to break in the fourth quarter, Kalter said. The campaign will include network TV, cable, radio and Internet. Ads will attempt to inform consumers about the client’s services, which go beyond rental mail boxes, Kalter said.

Doner will also handle field marketing for the client’s 4,300 retail locations. The agency will hire four or five new employees to service the account, Kalter said.

Doner was selected because it had “the capabilities and cultural fit that matched this business,” Schusterman said.