Homeland Decides Among 3

Homeland Stores of Oklahoma City is planning a decision as early as this week in its summer-long agency review, according to a company official.
Bill Sammons, director of advertising for the 69-store grocery chain, said the choice would be among three contenders: Littlefield Marketing & Advertising, Tulsa, Okla.; Jordan Associates, Oklahoma City; and Ivie & Associates, a database marketing firm in Dallas. Incumbent Ackerman McQueen, Oklahoma City, is not defending.
Assignments will include broadcast and print creative duties, media and research, according to sources.
Billings are undisclosed. Competitive Media Reporting figures show Homeland spent $1.1 million on advertising in 1997.
Homeland, which has emerged from 1996 bankruptcy protection, has posted losses in the first two quarters of 1998. According to a request for proposals issued to agencies in Oklahoma, Dallas and Kansas City, Homeland was seeking a fall 1998 campaign to boost participation in its frequent shopper program.
Sources said the emphasis on the Homeland Savings Card program will require extensive database services–hence the inclusion of Ivie with two full-service shops. Sammons said the firm wants to consolidate all its ad services with one agency, “but splitting it up is a possibility.” Agency officials declined comment last week.
Homeland operates both superstores and smaller groceries in four Southwest market territories: Oklahoma City; Tulsa; Amarillo, Texas; and rural areas of Oklahoma, Kansas and Texas.