Pioneer Press Changes Shops

Minneapolis agency Whitney Morse Braun will take over as agency of record for the St. Paul Pioneer Press, an account resigned last week by crosstown shop Hunt Adkins.
“Based on what their needs are, we’re not right for them,” said agency president Patrick Hunt. “It’s best for them and best for us that they pick someone else.”
Hunt Adkins, formerly Hunt Murray, won the business in 1994. The account had been estimated at $1 million, but actual spending was far less. The newspaper spent $207,000 last year, according to Competitive Media Reporting. The five-person Whitney Morse Braun agency had been handling the newspaper’s Internet edition, PioneerPlanet. Marti Buscaglia, the client’s director of market development, said she expected this year’s budget to remain in line with last year.
Buscaglia, who had planned to conduct a review, awarded the account to Whitney Morse Braun on the strength of the agency’s previously scheduled presentation for a summer branding project. The tiny shop’s new campaign will not continue the existing tagline, “Your common ground,” developed by Hunt Adkins.