DE SOTO, KS: Chinet, the disposable tableware brand, recently consolidated its marketing efforts by hiring Olson as AOR to support PR, advertising, and Web development.
“We were really looking for an integrated solution to our business… and an agency that could take us to the next level,” said Julie Stoetzer, marketing manager at Chinet.
Olson began work on the account the week of May 18. Its responsibilities include assisting the company's first steps into social networking, as well as activating a national cause marketing campaign, Stoetzer said.
Chinet chose Olson “to move in a different direction,” she noted, but also to create efficiencies within its marketing mix.
The company's previous AOR of 10 years was marketing and advertising company The Buntin Group of Nashville, TN. Buntin Group had outsourced PR duties to Snackbox.
In a nationwide search, Chinet evaluated approximately nine midsized and “progressive” agencies. Core criteria included that the agency have an in-house PR division and Web strategist, said Stoetzer.
A final, formal review included only Olson and Buntin Group.
"This change was painful from an emotional not a business standpoint," said Stoetzer.
Jeffrey Buntin, Jr., president and CEO, noted in a statement, that during the course of their relationship “the company moved to the number two share position, operating on a modest budget in a flat category.”
“We are both stronger for having worked together,” Buntin, Jr., added.