MTW Links Up With Promo Agency SAI

Media That Works has formed a new alliance intended to further extend its resources.
The Cincinnati-based media services agency last week announced an agreement to jointly pursue new business with sales promotion agency SAI National, also in Cincinnati. MTW will handle media planning and placement for promotions, while SAI will handle promotion development and execution.
SAI founder and chief executive officer Scott Staff said the union will give his agency the means to develop promotional programs with better local market support through MTW’s 12 offices. SAI’s client roster includes Gillette, Hardee’s Food Systems, Hillshire Farms and Kahn’s and Nabisco.
The deal is the latest in a series of alliances MTW has set up to broaden its services. In late 1997, the $500 million agency linked with infomercial developer Williams Worldwide in Santa Monica, Calif., and The Newspaper Network in Sacramento, Calif.
While conceding that such alliances leave MTW only a creative department away from becoming a full-service agency, chief executive officer Bill Price said he doesn’t see that as MTW’s ultimate goal.
“We’ll continue to look for alliances that help our clients sell products. But I don’t see us adding our own creative capabilities,” he said.
Plans to open a New York office remain, but the priority is to build a Los Angeles presence, Price said.
The MTW/SAI alliance covers only future clients the two will jointly pitch, Price said. MTW will not seek to sell its current clients on SAI as a promotions resource, he said.
MTW’s roster includes Andrew Jergens Co., Dick’s Sporting Goods, 1-800-Contacts and Musicland.