Hallmark Win Reflects B&E’s Push Into Integrated Marketing

Hallmark Cards has hired Barkley & Evergreen, Kansas City, Mo., to track customer satisfaction with its retail stores, according to Jeff Fromm, recently named to the new post of senior vice president for integrated marketing.
Although billings were undisclosed, Fromm described the business as a “significant” assignment from the retailer. The account does not involve advertising, Fromm said. Leo Burnett, Chicago, continues as the company’s lead advertising agency.
B&E had been working on a pilot project–involving a voice-mail survey to provide real-time
customer information–for about 300 stores when it won the business for all of the company’s approximately 4,500 stores last week, Fromm said. The agency is conducting similar research for Applebee’s International.
Fromm said the new assignment reflects the agency’s desire to focus both on customer retention and acquisition.
As the agency evolves into an employee-owned business next year, it will also begin aggressively searching for new clients seeking promotional marketing as well as advertising services, Fromm said. The agency has been contacting new business consultants in hopes of luring additional integrated accounts.
–Aaron Baar