Yankee Candle to Holland Mark

Holland Mark has added advertising chores for Yankee Candle following a review.

The Boston-based agency overcame the Donovan Group, Watertown, Mass., for an integrated marketing campaign that will include national direct mail, events promotion and advertising across various media. There was no incumbent on the account.

Initial spending for Yankee Candle is estimated at $5 million, but is likely to grow as the client is looking to gain recognition nationwide.

“We have lots of opportunity for growth in all of those areas,” said John Cummo, vice president of marketing at the Whately, Mass.-based maker of scented candles and related gift items.

Cummo cited Holland Mark’s brand-development work with other clients, including Dreyfus, as a key part of its final decision. “They have a branding model that will allow us to go forward,” he said.

Holland Mark, likewise, is excited about the opportunity.

“Theirs is a wonderful brand with many great inherent qualities,” said Holland Mark president Chris Colbert. “They’re a leader in the Northeast and growing their distribution to establish global leadership. This will be an opportunity to take them to the next level.”

Holland expects work to launch during the fall to coincide with the holiday shopping season, Colbert said.

Yankee Candle operates about 150 retails stores in the U.S., with plans to add another 45 in the next year. It also sells products online, by catalog and through a network of nearly 13,000 retailers across the country.

The company plans to keep expanding beyond those 45 stores, prompting the need to hire an outside agency on a retainer basis, Cummo said. Holland Mark is Yankee’s first outside agency; previous work was handled in-house, although the chain has had no true concerted image advertising effort. Media duties will also be handled by Holland Mark.

The Yankee Candle news comes on the heels of Holland Mark’s May win of advertising work for INNetworks, a startup that provides customized in-store news and entertainment programming and product promotion.

Those two accounts represent much-needed victories for Holland Mark, the region’s largest inde pendently owned shop. In recent months, the agency has begun to replace billings lost when several key clients departed in late 2000 and early-2001.