Relationships–personal and corporate–often dictate why a blue-chip ad account will wind up with one agency or another.
However, periodically, a client believed leaning toward one or two agencies will pick another shop.
That’s the good news for FCB Worldwide Chicago, the “surprise” winner of Hoover Co.’s $25 million to $30 million ad account.
The bad news is that Leo Burnett Co., which does major-appliances advertising for Maytag Co., Hoover’s parent, was a bridesmaid in the Hoover competition, as was J. Walter Thompson USA Chicago, also thought to be a favorite for the account.
JWT, after all, had former Euro RSCG Tatham chief Ralph Rydholm on its side as a consultant. Rydholm had especially strong ties with Hoover, having been instrumental in Chicago-based Tatham landing that client in 1989 when it was only a $3 million account.
In a prepared statement, Keith Minton, president of Maytag’s North Canton, Ohio-based Floor Care Division, which markets the Hoover brand, said the client was impressed with FCB’s depth and strength of integrated resources, adding that the agency will provide “the fresh perspective we need.”
FCB’s responsibilities will include creative, media and direct marketing.
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Whether Hoover will keep running its highly visible “Nobody Does it Like You” is debatable. Minton on Monday told this column, “Everything is open . . . we’re re-examining everything.” Minton also said there was a “high probability we’ll keep” part of that theme in the foreseeable future.
“Hoover has entrusted us with its most important asset–a world-class brand name that consumers know and trust,” said Brian Williams, president of FCB Chicago.
Chicago-based advertising management firm Jones/Lundin assisted Hoover in its ad review.
A bloody good time: Tailgating can be a lot of fun even if your favorite team is taking it on the chin, a la Northwestern University’s 34-0 pasting administered by Michigan State. Tailgating can also be a “test market,” especially for a new and improved Bloody Mary, strictly a home brew. Enter BBDO Worldwide senior VP Eric Harkna, who on Saturday sprang his new Erico’s Special Bloodies on about 50 or so Evanston neighbors, NU graduates and friends in the parking area just west of Ryan Field. His Bloodies came in one-gallon jugs, all with splashy packaging from BBDO Chicago, including a photo of Eric, a native of Estonia, garbed in a Russian uniform, along with a hot chili pepper. All six gallons were easily consumed, along with lots of other goodies, provided and served up by other families in the group. Here’s the recipe: two types of Russian vodka, including a pepper version; a Bloody Mary mix; V-8 juice; Clamato juice; a variety of hot sauces; and a touch of beer. Among attendees were Mike Mulica, who only a few weeks ago was appointed senior vice president-worldwide sales, support and consulting for Phone.com; Jim Powers, recently publisher of Putman Publishing’s Food Processing magazine in Itasca and a 13-year veteran of the firm, who next week becomes VP-publisher of MRO.com, a Bedford, Mass.-based subsidiary of Project Software and Development Inc.; Tom Hazlett, managing director for executive-search firm Morgan International; and Eric Harkna’s wife, Tonise Paul, president-CEO of BBDO Chicago.
Comark picks McGrath: Comark Inc., a Bloomingdale-based provider of information-technology solutions and services, named Tim McGrath to the newly created post of executive VP-sales and marketing. McGrath, recently a Hewlett-Packard executive, reports to Chuck Wolande and Phil Corcoran, co-founders of privately-held Comark, 1998 sales of $1.5 billion. Separately, Carlo Armenise became VP-general manager of Archibald Candy Corp.’s Sweet Factory division. Other personnel: Bill Heineke to senior VP and media director, heading up a health-care media department in Ruder Finn Inc.’s Chicago office.
Strictly Personal: Birthday greetings to Sam Ciulla, 45 (Lipson Alport Glass); Jim Boardman, 41 (Taste America Catering); Roger Williams, 43 (First Season Inc.); Art D. Sims, 34; artist Vicky Tesmer, 39; financial-communications consultant Linda Shuman, 42; and adwoman Lynn M. Dangel, 44.
– Environetx, an Itasca-based contract-furnishings firm, picked Davis Harrison Dion for marketing communications, including advertising.