Yankee Candle Selects Holland Mark

The Yankee Candle Co. has chosen Holland Mark for advertising chores.

The specialty retailer in Whatley, Mass., which had previously handled ad chores in-house, chose the Boston-based independent shop over the Donovan Group of Watertown, Mass., in the final round of a review. The initial budget will be $5 million but is expected to rise next year as Yankee Candle looks to forge a strong brand image nationwide.

The company, founded in 1969 and known for its high-end scented candles and related gift items, had never undertaken a concerted image-building campaign. A mix of print and direct mail, and possibly some broadcast executions, are expected to break before year’s end.

Yankee Candle operates about 160 namesake stores, mostly in shopping malls, and its products are also sold in some 15,000 gift shops.

A Holland Mark spokeswoman confirmed the assignment, referring further questions to Yankee Candle; client vp/marketing John Cummo did not return calls late Thursday.