Mead Reviews Creative, Media

Mead Corp. has begun a review of creative and media duties for its $8 million school and office products division.
The account is now split between Partners & Shevack, New York, which does the creative development, and Sive/Young & Rubicam, Cincinnati, which handles media placement.
Dana Walker, marketing manager for the division, confirmed the review but declined to disclose invited agencies. She indicated the account will likely be united at a single shop. Partners is among the contenders, Walker said; she would not say whether Sive/Y&R is being considered. Officials at the latter could not be reached at press time.
Walker said the company intends to complete the review within the next month.
Mead claims to be the largest supplier of paper-based school and office supplies in the U.S., marketing binders, folders and day planners under the Five Star, First Gear and Cambridge brands. Partners’ most recent work was a TV spot last year that focused on the toughness of Five Star notebooks. Tagged “Built strong to last long,” the spot features custodians playing hockey with a Mead notebook left behind in a high school gym.
With sales sluggish, Dayton, Ohio-based Mead shuffled management last year, installing new presidents in several of its divisions. Sources said the company is re-evaluating relationships with all its suppliers.
The school and office supplies division is Mead’s smallest, accounting for $429 million of its $2.9 billion in sales for the three fiscal quarters ended Sept. 28. The bulk of the company’s revenues come from paper, paperboard and packaging sales to businesses globally.
–with Justin Dini