Jamba Juice Separates Advertising, PR Chores

LOS ANGELES Jamba Juice awarded its creative and media duties to Publicis & Hal Riney Dec. 18, the agency confirmed yesterday. Grow Marketing was selected at the same time to handle the client’s public relations.

“It’s an exciting brand to have because Jamba Juice has an iconic quality,” said Kirk Souder, president and executive creative director at the San Francisco shop. “It will allow us to show our creative muscle. Most of the work will be grass-roots level, in-store branding, outdoor, street-level stuff. We don’t think television is the right answer for them right now.”

Souder estimated the account of the San Francisco client, which will include print, outdoor and “branding where we haven’t seen branding” at $5 million. The incumbent, Mad Dogs & Englishmen, San Francisco, was unavailable for comment.

Souder said the review “came down to Mad Dogs and us. And we showed [the client] some strong strategic thinking, creative directions and the DNA of the brand. It is such a pure and authentic brand—the key to marketing is to not smell the marketing.”

Jamba, which sells fruit smoothies and fresh juice, has 390 stores in 24 states and the District of Columbia. “It has that Starbucks quality of just taking off,” Souder said.

Souder said the agency has never worked with San Francisco PR firm Grow before, but expects the shop “to do the main positioning, strategic and creative, and then use Grow’s particular expertise. All the consumer touch points should be consistent.

Nielsen Monitor-Plus tracked the company’s ad spending in 2002 at less than $250,000 and $118,000 through the first 10 months of 2003. The value of the account represents the company’s overall marketing budget, including in-store displays, said Michael Dobak, agency vice president and account director. “They’ll potentially increase their traditional presence,” he added. “Jamba wants to deliver a clear brand position, and here’s where our experience on Sprint and Saturn will help.” Dobak said he expects to see first creative by mid-March.

Publicis & Hal Riney’s other clients include Hewlett-Packard and North Face.