Frank’s Reevaluates

DETROIT-Marketing executives at Frank’s Nursery & Crafts are in the early stages of a review for the creative portion of the firm’s account. Frank’s spent $12.1 million on measured media in 1996, according to Competitive Media Reporting.
The review is being conducted by Frank’s new vice president of marketing and strategic planning, Phil Roos, according to his predecessor, Sue Hilsenbeck. Roos joined the garden and craft chain Sept. 8.
Hilsenbeck, who has been promoted to vice president and general manager of the lawn and garden division, will also participate in the review process. She said she and Roos are looking at different creative houses now, but the process is “somewhat informal at this point.” Roos will decide within the next several weeks whether to conduct a formal review, she said.
Media planning and buying will stay at Media That Works, Cincinnati, which was awarded that portion of the account in late August. Frank’s, a subsidiary of General Host Corp., based in Stamford, Conn., has been using Stone, August, Baker & Co., Troy, Mich., for creative on a project basis for the last several years. Roos hasn’t decided whether to choose an agency of record or an agency to continue working on a project basis, Hilsenbeck said.
Stone, August, Baker chairman and creative director Ron Stone said the agency has been talking with the retailer about continuing the relationship. Hilsenbeck would not specify which agencies she and Roos are considering.
Frank’s operates 259 stores in 16 states. The bulk of the retailer’s advertising is broadcast media during the spring selling season and Christmas holidays. Stone, August, Baker broke a 30-second spot in late April. Touting Frank’s level of service as superior to what giant home centers provide, the spot initiated what the company said would be a more aggressive approach to its marketing this year.