Diary: Will work for food: Texas techies lure Ketchum with cake

The quickest way to a PR agency’s client list is through its stomach.

The quickest way to a PR agency’s client list is through its stomach.

The quickest way to a PR agency’s client list is through its

stomach.



Just ask Dallas-based Encentris.



Encentris is a start-up application service provider that uses a

Web-based system for project tracking, or something. Alas, at a time

when the dot-com star no longer shines quite so brightly on Wall Street

- and when most Texas PR firms are claiming that referrals send them

more business than they can handle - Encentris knew that attracting a

top-notch agency would require extreme measures.



So the company ordered nine triple-chocolate brownie truffle cheesecakes

and sent them to the Texas offices of national PR firms. They also sent

faux new-client press releases dripping with food-related puns and

listing Encentris’ heavy-hitting board members.



According to marketing communications manager Gail Bruenning, all nine

agencies responded favorably to the come-on, and seven pitched their

qualifications.



The company ultimately settled on Ketchum as its agency of record.



Bruenning cited the usual reasons for picking Ketchum - global presence,

strong IR experience, creativity, professionalism, yada yada yada. Yeah

right. We know the cookie tree really sealed the deal.



Ketchum was the only agency that sent food along with its proposal,

Bruenning admits.



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