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Finalist Bloom Is Wrapped Up In Cryovac Race




ATLANTA-Publicis/Bloom in Dallas and two Southeast shops have surfaced as finalists in the review for plastic packaging maker Cryovac’s $8 million international trade advertising account.
Andy Brewer, executive director of global market development and marketing services at Cryovac in Duncan, S.C., confirmed that Publicis/Bloom, Fitzgerald & Co. in Atlanta and Young & Rubicam in Miami are being considered.
Cryovac chose that trio of agencies from a list of eight contenders [Adweek, Feb. 16]. Brewer pointed to the ability of each of the finalists “to demonstrate great marketing insight and to turn that marketing insight into solid creative that drove” clients’ businesses.
Because Cryovac wants to position itself as a global leader in the flexible packaging industry, the agencies’ international networks also factored into the short list selection, Brewer added. Publicis/Bloom, with a sister office in New York, is part of French-based parent organization Publicis S.A. Its roster is heavy with packaged-good accounts.
The three shops have already made presentations, Brewer said. A decision is expected by mid-March.
Cryovac claims $1.8 billion in sales of plastic packaging for perishable foods and products for industrial and consumer applications.
The client’s traditional markets are meat packers, food processors such as Sara Lee and Kraft General Foods, and consumer goods marketers including Procter & Gamble, Microsoft and 3M.
The incumbent shop is Newman, Saylor & Gregory, Columbia, S.C.