Georgia-Pacific Sets Up Charlotte Showdown

ATLANTA At least two agencies have advanced in Georgia-Pacific Building Products agency search, sources said.

A pair of Charlotte, N.C. shops, Loeffler Ketchum Mountjoy and PriceMcNabb will vie for the primarily business-to-business account, said sources. Client director of marketing services Chris Beyer said there were other agencies under consideration, but declined to name them.

The Atlanta-based client spent about $1 million on advertising in the last year, according to sources. Nielsen Monitor-Plus lists ad expenditures at less than $500,000 for the first three quarters of 2003, down from $4 million in 2002.

GPBP has been without an agency since mid-summer, when the incumbent, Interpublic Group’s Adair-Greene, dissolved its consumer division, Greeneffect. Chris Steele, who was evp, general manager at A-G, opened Steele+, and has been handling the account’s media buying and planning ever since. The Atlanta agency will continue to do so through February 2004, according to Steele.

Client director of marketing services Chris Beyer said a decision is expected this month. He said the company is looking for an agency with a mix of building products experience and a “consumer background” because G-P intends to market its construction materials directly to the public next year.

The division’s primary products include gypsum, wallboard and structural panels under the brand name Plytanium.