Culver's nears firm selection

PRAIRIE DU SAC, WI: Culver's Frozen Custard put its PR, advertising, and media buying services up for review and is preparing to hear the third round of pitches from five agencies in the first week of November.

PRAIRIE DU SAC, WI: Culver's Frozen Custard put its PR, advertising, and media buying services up for review and is preparing to hear the third round of pitches from five agencies in the first week of November.

Barbara Behling, PR director at Culver's, said one firm will be selected to handle all three services for the company.

"Our incumbent, Jacobson Rost, handled all three," noted Behling. "We found there are some efficiencies to having them in the same shop."

Culver's will look for the selected agency to provide overall thought leadership, PR, consumer promotion, cause marketing, special-event support, market-by-market planning, creative, and media buying.

Behling said Culver's, which has 366 restaurants in 16 states across the Midwest, has yet to tap the potential of online marketing and would look for the agency to offer guidance in this area.

In this round of presentations, the agencies were given a creative assignment to present. Behling would not discuss the details of the assignment.

Competing firms include its AOR for the past three and a half years Jacobson Rost, Cramer-Krasselt, McClain Finlon, Marc USA, and BVK. Behling said Culver's reviews its account every three to four years, but would not disclose the dollar amount involved.

"It's time for a good review and analysis of our internal and external thought leadership," she said. "And it's making sure that internally our systems are in place to facilitate our growth."

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