Harnetts Selects Holland Mark

Holland Mark Martin Edmund has been named the first agency for Harnetts, a retailer of alternative health products.
There was no review for the business. Rather, a personal relationship between agency chairman Bill Davis and retail entrepreneur Anthony Harnett led to the assignment, Davis said.
“I have a lot of respect for Bill,” Harnett said. “I think they’re on the cutting edge of looking at things in a new way.” Davis serves on the board of directors of Harnetts.
Harnett is the founder of regional natural grocery chain Bread & Circus, which he sold in 1992 to Whole Foods Markets of Austin, Texas. In 1993 he established the first Harnetts store in Cambridge, Mass. A second location opened last month in Palo Alto, Calif.
Holland Mark’s initial mission is to craft a grand-opening campaign for the California locale. That effort will consist mainly of radio and print executions, Davis said.
Creative concepts are now being developed, and the campaign is tentatively slated to break within the next six weeks, Davis said. Media promotions for the Cambridge store will make their debut soon after.
Given the highly targeted media buy, initial spending–yet to be finalized–will be small, but Davis is banking on the budget to increase in short order.
The client has aggressive growth plans and is hoping to open at least 10 locations in different markets within the next two years, Davis said. It has yet to choose specific cities for expansion, but will likely target areas where consumers embrace healthy lifestyles and sales of holistic medicine are strong, Davis said.
Holland Mark, now the region’s second largest independent agency with revenues of $17 million on billings of $73 million, has taken a chance on upstart clients before. The Boston agency last year crafted a television, print and radio effort to launch Three Stooges beer for Panther Brewing Co. in Quincy, Mass.