Palmer, Schoenfeld Team Up, Win One

LOS ANGELES — Media agency RJ Palmer has formed an alliance with marketing consultancy Schoenfeld & Partners, and in their first effort together, the duo has landed The Wiz’s estimated $15 million media buying and planning duties. The win follows a review of other, undisclosed shops.

The electronics chain is now talking to shops about its creative duties as well. Media and creative had been handled in-house or on a project basis. Newspaper buying remains in-house.

This was the first joint pitch for Palmer and Schoenfeld; the latter formerly consulted for the client.

Schoenfeld principals Jay Schoenfeld and Gil Farley have moved into Palmer’s New York offices and will provide “strategic thinking, interpretation of research and more effective targeting” for Palmer clients, said Schoenfeld. The consultancy will be paid on a fee basis and continue to operate as a separate entity. It will still conduct media reviews, but Palmer will not be involved in them.

“This is a huge resource we can provide clients and potential new clients,” said Palmer president Peter Knobloch. “[Schoenfeld] brings a wealth of knowledge and experience.”

Palmer bills about $500 million from clients such as Mike’s Hard Lemonade, Church & Dwight and The Scotts Co. In April, the shop bought itself back from Panoramic Communications, which owns ad agency Earle Palmer Brown, after three years under Panoramic’s ownership.