Doner Wins IdeaCast

BOSTON IdeaCast, a Chicago-based company that distributes cable programming to health clubs and retail outlets, has selected independent Doner in Southfield, Mich., for creative and media duties on its estimated $10 million ad account following a review.

“We look forward to Doner introducing the IdeaCast brand to the masses during this period of rapid growth for the digital out-of-home marketplace,” said Fred Smith, client CEO.

The other shops in the hunt were: Interpublic Group’s Mullen in Wenham, Mass., and independents MMB in Boston and SS+K in New York.

IdeaCast, which launched in January 2006, has not employed an agency, creating current and previous ads in-house.

Santa Monica, Calif.-based Select Resources International managed the review, which began in September. The finalists emerged after client executives visited seven or eight agencies, Smith said.

Beyond Smith, a key decision maker was Jason Brown, who became the company’s first president of sales and marketing in June. Smith expects the winning agency to produce both traditional and interactive ads, as well as plan and buy media.