Hobart Corp. Selects Hensley

Hobart Corp. ended a three-month review of its $3-5 million account by naming Hensley Segal Rentschler in Cincinnati its agency of record.
The decision ends a 19-year relationship between the Troy, Ohio-based manufacturer of food-service equipment and Dayton, Ohio, agency Willis Case Harwood.
One personal relationship continues: Lewis Bonadies, the former Willis Case Harwood president who had directed the Hobart business for 14 years, joined HSR as a senior strategy consultant shortly after the client initiated the review.
“As an ad agency executive, I’ve been involved in account saves, and I’ve been involved in account wins,” Bonadies said in a statement.
“This is the first time I’ve been involved in a save and win simultaneously, and it feels sweet,” he said.
The incumbent did not participate in the company’s review. The other finalists were David K. Burnap Advertising and Flynn, Sabatino & Day, both in Dayton.
HSR, which has specialized in developing interactive marketing applications for business-to-business accounts, will handle traditional media trade advertising and direct mail programs, as well as Internet-based marketing and electronic commerce projects for the client.
Hobart, with annual sales exceeding $700 million, is a unit of Deerfield, Ill.-based Premark International.
Richard A. Segal Jr., HSR’s managing director, projected total agency billings of $35 million over the next 12 months.
The agency’s other clients include Apple Computer, AK Steel and GE Aircraft Engines.