CHICAGO: Print giant R.R. Donnelley has narrowed its agency search to three multinationals: Burson-Marsteller, Hill & Knowlton and Golin/Harris.
CHICAGO: Print giant R.R. Donnelley has narrowed its agency search
to three multinationals: Burson-Marsteller, Hill & Knowlton and
The account, worth dollars 1 million per year, ranks among the largest
up for grabs in the Midwest this year.
The account derby marks the first time Donnelley has decided to take on
a PR agency of record. The winner, to be named later this month, faces
somewhat of a daunting task: revamping the company’s image from that of
an old-line printer to a bona fide Internet-age player.
Among the company’s arms likely to be highlighted is NY-based Donnelley
Financial. That unit now sorts corporate SEC filings electronically,
receiving 75% of its revenue from electronic work and only 25% from
traditional financial printing - an example of what the entire company
hopes to become.
The three finalists (Porter Novelli and Ogilvy didn’t make the first
cut) will make presentations to Donnelley officials in Chicago and New
York this week. ’We think these agencies are best positioned to help us
transform from a printer to a provider of communications,’ said VP of
corporate communications George Stenitzer.
In the second round of pitching, the remaining contenders will be asked
to specify how they plan on staffing the account and which personnel
will lead the account team, Stenitzer said. The presentations could be
followed by a final round between the two top performers.