FTD Sends Collateral to Doner

W.B. Doner & Co. has expanded its relationship with Florists’ Transworld Delivery, picking up all collateral communications after a review, said Alan Kalter, the agency’s chairman and chief executive officer.
Doner in Southfield, Mich., landed creative and media buying duties for FTD’s $16 million brand advertising account in June 1997, succeeding Grey Advertising in New York.
Revenues for the newly added collateral work were undisclosed, but they will be fee-based since there is no media placement. The assignment was previously handled by several agencies, including Partners & Simons in Boston and the Detroit office of Young & Rubicam’s Wunderman Cato Johnson unit.
The Downers Grove, Ill.-based retailer has been reviewing agencies for the assignment for several months. Foote, Cone & Belding in Chicago, which was a finalist in FTD’s advertising review last year, was among those considered for the collateral assignment, according to sources.
Doner’s extensive database management experience helped it in the review, Kalter said.
FTD uses more than 1,200 pages of collateral material annually. Doner’s new duties will entail creating and producing all business-to-business and consumer collateral communications, including point-of purchase materials for FTD’s 22,000 florists, as well as brochures, posters and direct marketing materials to promote individual stores and FTD’s products and services.
The assignment also includes materials, such as catalogs, that promote the FTD Marketplace, a unit that supplies florists with products such as vases and stuffed animals.