Strong Capital Turns to Perich For Assignment

Perich + Partners has been selected by Strong Capital Management to develop and implement a major regional marketing effort in 2002.

The campaign, slated to include TV, radio, direct and print, will be the first integrated effort for Strong, according to Ernie Perich, president and founder of the Ann Arbor, Mich., agency.

The campaign will be tested in one medium-sized market in early 2002 and then considered for national rollout later in the year, he said.

Strong, a $45 billion mutual fund and brokerage company headquartered in Menomonee Falls, Wis., spent about $25 million on advertising in 2000 and about $7 million through the first seven months of 2001, according to CMR.

The financial company previously worked with Suissa Miller, Los Angeles. Agency president Bruce Miller said the account was “on hiatus” and confirmed his agency was no longer lead shop for the brand. Suissa had the account for two years, during which time it did TV and radio work, Miller said.

Marketing executives at Strong declined to comment on Perich’s assignment.

Perich said his agency landed the assignment without a formal review. The agency had done project work for Janus Capital Corp. for several years; when that relationship ended, it wanted to capitalize on the experience and so had been soliciting financial companies, he said.

Perich is lead agency for companies including JBL, Infinity and Harman Kardon (audio brands of Harman International), HAP and GM Alternative Fuels, Grand Hotel and iConnect.