Mail Boxes Etc. is preparing to launch a national review for its $20 million account following its decision to part ways with Ogilvy & Mather.
Both the creative and media portions of the account are in review, although it has not yet been determined if they will be bundled, said client svp of marketing Kurt Schusterman. Ogilvy sister company Mindshare had handled media buying.
“Ogilvy is a world-class shop,” said Schusterman, who joined MBE after the Los Angeles shop was already on board. “There are cultural differences in how we want to approach marketing. It isn’t to say their work wasn’t world-class, but there was a point of difference.”
Ogilvy worked with MBE for about two years, landing the account in a review that included DDB in Chicago, J. Walter Thompson in San Francisco and Kenneth C. Smith Advertising in La Jolla, Calif., which was the incumbent then.
“By mutual agreement we have agreed to part company amicably,” said Ogilvy co-president Angus Fraser.
The San Diego-based specialty retail and service chain is currently working on a transition plan with Ogilvy, Schusterman said. The company has not released a request for proposals and has not decided if it will use an outside consultant to aid in the search. A decision is expected in June.
Zimmerman & Partners, Fort Lauderdale, Fla., which handles MBE’s regional work, will serve as the interim corporate agency throughout the review. The regional work is budgeted at $8.5 million.
Ogilvy’s recent efforts for MBE included holiday TV spots tagged “We’ll take it from here.” Ads used humor to underscore the potential for holiday shipping disasters. When the work broke, Schusterman called it “breakthrough.”
MBE, which has 3,100 franchise locations, is owned by U.S. Office Products Co. The parent company, which has experienced financial troubles, earlier this year sold the majority of its office coffee business to Van Houtte and eight contract furniture dealerships to Haworth.
Link to full article: Schusterman leads $20 million Ad Agency Review