FCB’s Dedication Impresses Brookfield Zoo

CHICAGO Foote Cone & Belding has picked up advertising duties for the Brookfield Zoo, having impressed zoo officials by assigning a dedicated team for the account during its pitch, the client’s acting marketing director said.

The Interpublic Group shop here bested four undisclosed Chicago shops for the account, said Brookfield’s Lee Haines. A print, radio and outdoor effort targeting Chicagoans and visitors to the area is set for early next year. Spending is less than $1 million.

The zoo, which claims about 2 million annual visitors, previously retained several shops on a project basis and also did work in-house, Haines said. “We really needed to get focused and get consistent support for our internal [marketing] staff,” he said, explaining what led to the review.

Haines said FCB “came to us with an assigned team,” a display of dedication to the account that worked in its favor during the selection process.