EvansGroup Hangs Onto Orchard

SAN FRANCISCO – In a crucial victory for EvansGroup here, the agency has defended its hold on its key account, Orchard Supply Hardware.
The estimated $6.5-million account had been the anchor of DDB Needham/S.F., which in August merged with EvansGroup. But concerns over the dwindling resources DDB Needham had committed to the account prior to the merger and fear that the merger might not resolve those problems led Orchard to look at alternative shops, according to Joe DiRocco, vp/marketing for Orchard. However, in the months since those discussions with other agencies were initiated, DiRocco said Evans has demonstrated its ability to put additional resources behind the account.
As part of the new team that will work on Orchard, Julio Deulofeu, ceo of EvansGroup/S.F. has tapped Jim Aalen, vp/account planning and research, from EvansGroup/Salt Lake City, and Mike Mogelgaard, executive creative director, from EvansGroup/Seattle. They will continue to work out of their respective locations.
DiRocco, who was hesitant to term his discussions with agencies a review even though they included capabilities presentations and compensation discussions, initially described the process as a regular sampling of the market the company conducts every two to three years.
Others familiar with the review, however, said that it had been initiated at the urging of Brad Tukey, Orchard’s new evp. They said in meetings between the agencies and the company there was noticeable tension between DiRocco and Turkey, and DiRocco several times defended the work of his current agency, with which he has had a long relationship.
Orchard had seen presentations from S.F. shops Hoffman/Lewis and Young & Rubicam. Hal Riney & Partners was invited, but did not pursue the business.
Copyright Adweek L.P. (1993)

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