White Lily Foods Moves Fast In Naming Shortlist of 5 Shops

By Jim Osterman

ATLANTA–After its account was resigned by WestWayne last month, White Lily Foods in Knoxville, Tenn., wasted little time in pushing ahead with its advertising plans.

According to White Lily vice president of consumer sales and marketing Kevin Janiga, the client has a shortlist of five agencies that will compete for its advertising business the week of May 19. The initial review roster reportedly included more than 15 shops.

That shortlist includes Davis Newman Payne in Knoxville; Doe-Anderson in Louisville, Ky.; the Atlanta office of Ogilvy & Mather; and Henderson Advertising and Leslie Advertising, both located in Greenville, S.C.

The current budget is approximately $750,000, though Janiga said billings in recent years were closer to $3 million.

‘The company went through a leveraged buyout and the ad budget went down,’ Janiga explained. ‘Now that (the LBO) is behind us, we expect that amount to rise in the next few years.’

WestWayne officials in Atlanta cited the decreased advertising expenditures as a reason for dropping the account of White Lily Foods, though the client was also ready for a change.

‘(WestWayne’s resignation) kind of beat us to the punch,’ Janiga said. ‘We’re a small company and they had become a large agency. I think there was a lack of passion about our business.’

Janiga said he hopes to name a new agency by the end of May.

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