Wawa Calls Creative, Media Review

LOS ANGELES Convenience store chain Wawa has launched a review for its creative and media account, said Select Resources International, which is leading the search.

Media spending was undisclosed. The Wawa, Pa.-based chain spent nearly $7 million on ads in 2002 and more than $3 million through August of this year, according to Nielsen Monitor-Plus.

The incumbent media agency, MayoSeitz Media in Blue Bell, Pa., is contending for the business, according to SRI in West Hollywood, Calif. The creative incumbent, Ritter Inc. in King of Prussia, Pa., will not participate in the review, according to SRI.

Wawa is primarily looking for agencies in Pennsylvania, New Jersey, Maryland and Virginia.

Wawa is a privately held company that has 540 Wawa Food Markets throughout the mid-Atlantic region. Approximately 140 of those stores also sell Wawa-branded gasoline.

“Wawa is a strong brand, over 100 years in the making,” said Rob Price, chief marketing officer of Wawa, in a statement. “We are looking for an agency partner who understands the deep personal connection we have with our customers and can make this come to life in our advertising.”

Responses to the questionnaire are due back in mid-November, with a decision slated for early 2004.