[CBFF] Bearing down in search for a new ad agency :: CHICAGO SUN-TIMES :: Lewis Lazare - Sent Using Google Toolbar

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Bearing down in search for a new ad agency :: CHICAGO SUN-TIMES :: Lewis Lazare

Bearing down in search for a new ad agency
 ADVERTISING | Chicago Bears have narrowed list to two local firms


March 14, 2008
BY LEWIS LAZARE Sun-Times Columnist

Yet another local professional sports franchise -- the Chicago Bears
-- is quietly conducting a search for an ad agency. Sources familiar
with developments said the Bears initially invited four local ad
agencies to vie for the account.

The four shops were: Romani Bros.; Two by Four; Tom Dick & Harry, and
Maddock Douglas. Each of the agencies made its pitch to Bears
executives, and at least one of the shops was known to have presented
a spec campaign to Bears top management. All of the agencies were told
not to discuss the team's agency search.

The four shops were: Romani Bros.; Two by Four; Tom Dick & Harry, and
Maddock Douglas. Each of the agencies made its pitch to Bears
executives, and at least one of the shops was known to have presented
a spec campaign to Bears top management. All of the agencies were told
not to discuss the team's agency search.

Sources say the Bears subsequently selected two finalists for the
account: Romani Bros. and Two by Four. A decision about which of the
two shops will get the business could come as early as next week. Two
by Four was the Chicago White Sox agency for several years, until that
team commenced an agency review last summer that resulted in the
selection of Energy BBDO/Chicago as the team's new agency of record.
Earlier this week, the Chicago Bulls announced it will stay with its
current agency, DiMeo & Co./Chicago, after the team commenced an
agency review late last year that started with 24 agencies vying for
the account. More than 60 shops had initially expressed interest in
the White Sox account when it went into review.

» Click to enlarge image
Chicago Bears running back Cedric Benson. The Bears are shopping for
an ad agency.
(AP file)




Sources say the Bears subsequently selected two finalists for the
account: Romani Bros. and Two by Four. A decision about which of the
two shops will get the business could come as early as next week. Two
by Four was the Chicago White Sox agency for several years, until that
team commenced an agency review last summer that resulted in the
selection of Energy BBDO/Chicago as the team's new agency of record.
Earlier this week, the Chicago Bulls announced it will stay with its
current agency, DiMeo & Co./Chicago, after the team commenced an
agency review late last year that started with 24 agencies vying for
the account. More than 60 shops had initially expressed interest in
the White Sox account when it went into review.

Sources familiar with the Bears review say agencies vying for the
account were told the team had not been working closely with any ad
shop recently. But perhaps concerns about the team's lackluster
showing last season prompted Bears management to reach out for an
agency to help the team reconnect with fans.


Crown uses Baja to push Pacifico beer


It must have something to do with the Baja mystique. But the Pacifico
beer brand is catching on with American beer drinkers.

The brew, imported and distributed domestically by Chicago-based Crown
Imports, now ranks sixth on the list of best-selling premium imported
beers in the United States.

Crown has been aggressively pushing Pacifico's Baja connections when
advertising the brew. Last year, Pacifico television commercials
featured montages of rustic imagery shot in the Baja region. This
year, Pacifico has added a Web site, www.mexicoviapaci fico.com, that
allows visitors to take a virtual tour of several Mexican destinations
where adventurous travelers who like Pacifico are likely to be found.