Maxfield to Ride Wolfe’s Ranges Into Home Market

The Maxfield Group here was selected by Wolfe Range Co. in Compton, Calif., as its new agency of record.
Maker of commercial cooking equipment for more than 60 years, Wolfe hired Maxfield to brand its premium line of ranges and ovens for the consumer market.
Billings were undisclosed.
According to the agency, all 1999 efforts will focus on repositioning the brand through print advertising, collateral and public relations. Media assignments will also be handled by The Maxfield Group.
Agency representative Stephanie Coggin said she does not believe television will be part of the media mix.
There was no incumbent. Also under consideration for the account was the San Francisco office of Burson-Marsteller. –Glen Fest