It All Adds Up at Gish, Sherwood

Gish, Sherwood & Friends has added three new accounts to its client roster.

DuPont Garden Products and heating and cooling specialist Carrier have awarded the Nashville, Tenn., agency creative and media assignments for new products. The shop competed against three undisclosed rivals to win the account of Averitt Express. Total billings are $2 million.

The acquisitions are the result of experience and past relationships within each industry, according to agency vice president and account supervisor Lynn Mayo.

Carrier, a division of United Technologies Corp. in Farmington, Conn., was looking for an agency that could deliver marketing plans for both retailers and consumers. GS&Fhad developed campaigns for a Carrier subsidiary, International Com-fort Products in Lewisburg, Tenn.

A media mix of broadcast, outdoor, direct mail and print in industry trade publications will launch in the fourth quarter and early 2003.

The shop’s campaigns for Dupont’s Sontara nonwoven cleaning cloths led to a new as-signment for the company’s garden products division in Wilmington, Del. The product, as yet unnamed, is a weed control fabric laid into flower beds, according to Mayo.

GS&F will create point-of-purchase materials for home-improvement stores such as Lowe’s and produce advertising targeting retailers in trade magazines including Do It Yourself Retailing and Garden Center Products and Supplies.

Averitt Express, a trucking and air-transport carrier headquartered in Cookeville, Tenn., chose the shop to launch a rebranding effort. The privately owned company has grown to 84 service centers throughout the U.S. Located primarily in the Southeast and Midwest, Averitt is expanding thisyear into Texas and other states in the West.

“Averitt has become a full-service transportation provider,” said Mayo. “Our charge is to re-educate the regional customers who have known them as only a trucking carrier and drive growth in the new markets.”

Mayo cited her agency’s media approach as one reason for its selection. Historically, the client targeted midlevel transportation managers in professional magazines such as Traffic World.

“But we will use a variety of approaches,” said Mayo. For example, when touting the company’s logistics capabilities, ads will target CEOs and CFOs in magazines such as Forbes and Time, she said.