Dollars 1m College IL RFP goes to WI's Celtic

SPRINGFIELD, IL: A Wisconsin agency has grabbed the $1

million-a-year marketing and PR account for College Illinois, a

state-run prepaid college tuition program.

Celtic Advertising of Brookfield, WI, beat 12 other agencies and groups

of agencies that submitted responses to the College Illinois RFP.

Chicago-based Dome Communications had been doing PR for the program as

part of the incumbent team headed by Sherry Mathews Advertising of

Texas. But it was unsuccessful in its attempt to become the primary

service provider for the account.

The state program is required to rebid its PR and advertising business

every three years.

Celtic won because College Illinois wanted an integrated shop capable of

handling advertising, marketing, PR and the interactive element of the

program, said Adams.

Celtic also impressed College Illinois decision makers with the depth of

research it did on the program, he said. The RFP had been kept purposely

vague to see how agencies would respond.

Celtic has a five-person PR operation, three of which will work on the

College Illinois program, said Brian Meehan, VP and head of PR at the

suburban Milwaukee agency. Celtic, which was founded in 1992, also has a

Chicago office.

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