Edward Jones Reaches Out for Creative Input

CHICAGO Edward Jones is seeking ideas for a new image strategy as it launches a review for the creative portion of its account estimated at between $25-30 million, according to Randy Lindel, the personal consultant handling the search.

The St. Louis-based brokerage firm is searching for an agency that will handle consumer advertising, direct-response creative, and interactive work in North America and the U.K., said Lindel.

Edward Jones had previously used agencies on a project basis.

No creative presentations will be involved in the process, Lindel said. “We are asking for only strategy,” Lindel said.

Proposal requests are due Aug. 15. A short list of contenders will be determined in September with a decision expected at the end of October. Lindel would not provide further details.

Media planning and buying,which is handled by Omnicom Group’s PHD USA, is not part of the review.