New Direction for Mail Boxes Etc.

Doner plans to execute a “significant shift in creative” in a campaign for new client Mail Boxes Etc. that will include a different tagline, the agency’s CEO said.

“It’s one of those brands that everybody knows of but they’re not sure they know about,” said Alan Kalter. “It’s a famous brand, but there isn’t as much salience about the brand as there should be.”

Where the $20 million account will be based has not been decided, said Kurt Schusterman, senior vp of marketing at San Diego-based Mail Boxes Etc. The client initially said Doner’s Newport Beach, Calif., office would be in charge, but Kalter later said it would be handled out of Doner’s Southfield, Mich., headquarters.

Schusterman said the decision would be based on “efficiencies and what our needs are.” If the Newport Beach office is picked, he said, there would still be “significant dialogue and work that happens in Detroit.”

Mail Boxes Etc. split with Ogilvy & Mather, Los Angeles, in February following a two-year relationship. Other finalists in the review were Campbell-Ewald Advertising, Warren, Mich.; Bernstein-Rein, Kansas City, Mo.; and McCann-Erickson, Los Angeles.

Ogilvy’s work for Mail Boxes Etc. included holiday TV spots tagged “We’ll take it from here.” The ads used humor to underscore the potential for holiday shipping disasters.

Doner’s first work is scheduled to break in the fourth quarter, Kalter said. The campaign will include network TV, cable, radio and Internet. Ads will focus on telling consumers about the client’s services, which go beyond rental mailboxes, Kalter said.

Doner will also handle field marketing for the client’s 4,300 retail locations. The agency will hire four or five new employees to service the account, Kalter said.

Doner was selected because it had “the capabilities and cultural fit that matched this business,” Schusterman said.