Supercuts Seeks Media Agency

Supercuts has launched a review for its estimated $10 million media planning and buying account, said Patti Langworthy, brand director for the hair salon franchiser.

Competing for the Minneapolis-based chain’s business are MediaCom, MediaVest, Mediaedge:cia, Initiative Media North America, Zenith Media, OMD, PHD, Icon International, R.J. Palmer, Media Kitchen and incumbent agency Universal McCann, whose sister shop, McCann-Erickson, San Francisco, handles creative.

“We have a great working relationship with McCann, [but] we haven’t done a media review in several years and it’s time to take a look and see what’s out there,” said Langworthy. “We want to look at the feasibility and benefits of splitting up our media and creative accounts.”

Key to the search will be the contenders’ experience with and ability to service franchisee accounts, as well as their emphasis on local buying, Langworthy said.

Supercuts will narrow its list this week, with additional meetings to follow in a final round. A decision is expected later this month.

McCann’s latest work broke in April, featuring sports commentator and former pro football star Terry Bradshaw, a co-owner of the Supercuts NASCAR team [Adweek, April 22].

Supercuts operates more than 1,650 salons in the U.S., Canada, Puerto Rico and England. The chain is a division of Regis Corp., the world’s largest franchiser of hair and retail product salons.