ATLANTA: Golin/Harris International has won a multimillion-dollar
assignment to be agency of record for the year-old National Peanut
Between 12 and 20 Golin staffers in Atlanta, New York, Washington, DC,
and Chicago will work on the account. Mitch Head, MD of the Atlanta
office, will be senior counselor.
Golin had done project work in 2000 for the Peanut Board, which in
August issued an RFP seeking an agency of record.
Hiring Golin is part of the board's $8.5 million promotion,
education, and research program for the coming year. It last year hired
Ogilvy & Mather to handle advertising.
Golin's team was in the midst of its final presentation with the Board
on the morning of September 11. "That was the most difficult
new-business presentation I've ever been in," said Head. Board members
kept updating participants regarding the events in New York during the
Golin won the account because it proposed very specific PR programs,
said Head. His experience in doing peanut PR also likely helped. Head
worked for a regional peanut promotion group earlier in his career while
with Ketchum, and has worked in the peanut business for 20 years.