The review, which will feature three of the top agencies that bid for the account and the incumbent firm, resulted from a shift in the make-up of the board's members, said Wolk.
The new board members voted in April to review the National Honey Board's largest vendors, including the consumer PR account. More than 70 firms have sent letters of intent for the RFP to the National Honey Board, with final proposals due in August.
Stephan & Brady, the Madison, WI-based firm which has worked on the account for four years, plans to pitch, said Kristina Hoffman, VP of PR at the firm.
Although the review comes at the behest of the board, Wolk said the scope of work will shift to target the general consumer “on larger scale, as to what is honey and honey purity, rather than a lot of smaller messages, in regard to the varieties of honey.”
The National Honey Board works with two firms for Hispanic outreach and food service communications, but the review will not affect those accounts, said Wolk.
Work is slated to begin in mid-January.