Zenith Farms Out Spec Project

GLENVIEW, ILL. – Zenith Electronics Corp. based here has invited three undisclosed Chicago agencies to do spec work on a one-time, non-media project to produce a package of collateral materials for an undisclosed product. Foote, Cone & Belding/Chicago, which is Zenith’s agency of record, was invited to work on the project, but declined, said executive vp/managing director Mitch Engel. ‘Zenith asked us to work on the project, but frankly, we don’t work on spec and it just didn’t make sense for us to work on it. It has no bearing on the national account.’ Spending has been minimal on the national business and it is not clear if this project will be the extent of Zenith’s marketing program for the year. Engel declined to comment on project specifics and Zenith executives could not be reached as of press time.
Copyright Adweek L.P. (1993)