McRae Lands Pactiv Business

ATLANTA Pactiv’s Building Products Group has selected McRae Communications as its new agency, the client confirmed.

The Atlanta independent won the business-to-business account following a review in which it competed against crosstown finalist T.G. Madison. Steele+ in Atlanta and The Dutcher Group in Tampa, Fla., were eliminated in an earlier round. (Dutcher will continue to handle public relations for the company.) Incumbent Adair-Greene, here, did not participate.

Billings were undisclosed. The account, primarily collateral and print ads in trade publications, went into review following the dissolution of Adair-Greene’s consumer division, Greeneffect, in August. McRae president Joe Snowden pegged the win to the shop’s experience in advertising to home builders, architects and engineers, but Pactiv marketing manager Dan Partrich said he felt McRae was best suited to the company’s needs.

“For us, an agency’s strategic capability to leverage creativity to drive our marketing strategy, was an important factor,” said Partrich.

The shop’s initial efforts will focus on promoting Raindrop, an air-and-moisture house wrap introduced in January under the Greenguard brand. The client competes with DuPont and Owens Corning in the insulated- and wall-sheeting industry.