Veryfine Identifies Shops: Capabilities Presentations Slated for Juice Maker

By Sarah Jones

BOSTON–Six New England-based agencies were named as semifinalists last week in the agency review being conducted for the Veryfine account.

The Hayes Group in Williston, Vt., and Leonard/Monahan in Providence, R.I., will compete along with Boston-based Greenberg Seronick O’Leary & Partners, Holland Mark Martin, Houston Herstek Favat and Ingalls Advertising, according to Rick Hooker, managing partner of Boston-based Pile and Co., which is handling the search.

The semifinalists will make capabilities presentations in a few weeks, Hooker said. The list will be cut to three finalists and a creative task assigned to each. A final decision will be made in the fall.

Hooker declined to discuss agency criteria. Michael Brandt, Veryfine’s director of marketing, was unavailable for comment at press time last week. However, last month he said the account would most likely encompass not only creative duties but also public relations and media planning.

The Westford, Mass.-based juice maker put its account in review last month after splitting up with Mullen, its agency of record for eight years (Adweek, May 12).

Billings were not disclosed.Veryfine spent $3.3 million on advertising last year, according to Competitive Media Reporting.

Mullen, which had worked with Veryfine since 1989, introduced two new products, Chillers and Quenchers, and positioned the fruit juices as an alternative to soft drinks.

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