Greyhound Lines’ Look-See Involves 5 Texas Agencies

Greyhound Lines here has launched a review of its $12-15 million advertising account, contacting four Texas shops in addition to the incumbent, The Richards Group of Dallas.
Katherine Williams, public relations manager for the client, confirmed the search last week but declined to identify participants. Sources said Dallas-area agencies LMS/Marc, PGC Advertising, Temerlin McClain and Houston’s Fogarty Klein & Partners were asked to submit credentials in recent weeks. Executives at those shops could not be reached or declined comment.
A Greyhound representative said no firm timetable has been established for a decision, though one agency executive expected a winner to be named by the end of April.
Williams said the review is not a reflection of Richards’ performance, and added, “We’re just looking to see what else is out there.” Richards has handled the company’s media buying account since 1996 and last year added creative responsibilities. Its campaigns for the client have included television, radio and newspaper advertising.
The review was triggered by the late 1997 appointment of a new vice president of marketing, Ralph Borland. Borland, previously vice president of sales and service, replaced outgoing marketing chief Stuart Robinson, who in 1995 revived the company’s classic tagline, “Go Greyhound and leave the driving to us.” Those ads were created on a project basis by Ogilvy & Mather’s Houston office.
Borland has logged nearly 30 years at Greyhound in various posts, most recently overseeing activities such as charter operations and the bus company’s inroads into Mexico. Temerlin, which handled the account before Robinson’s arrival, is said to have a good relationship with Borland.
Greyhound, which filed for bankruptcy in 1990, has posted steady gains since 1994, reaching sales of $771 million in 1997.