Square One Beefs Up Its Roster

Following up on its win late last year of Cargill Turkey Products, Square One has added the estimated $5-10 million account of sister company Excel.

The Wichita, Kan., client is a major supplier of pork and beef products to grocery stores. Excel had previously worked with a number of shops on a project basis.

The selection followed interviews with several undisclosed agencies, the client said.

Square One group director Evan Meeks said Excel’s move to a full-service agency relationship was prompted by the client’s decision to begin marketing more specialty and private label products.

“They had previously been very commodity driven and wanted to become a more market-oriented group,” Meeks said. “Retailers want the premium products because it helps their bottom lines.”

Excel vice president of retail marketing Norman Bessac agreed, saying that “branding is a viable solution for our customers to increase sales and profits.”

Square One will initially focus on the client’s two primary labels, Sterling Silver and Angus Pride.

Meeks described the new business as a turnkey account, in which the Dallas agency will deliver everything from advertising to package design and point-of-sale materials.

“It’s exciting news for us to kick off the year with another big client,” Meeks said. “With the resources the agency has, I think [the company] realized it didn’t have to shop around.”

In November, Square One defeated two incumbent agencies to win the $5-10 million Cargill Turkey account.