Philadelphia - ConAgra Poultry Company, Inc. has selected Domus to handle its advertising for the Country Pride branded fresh chicken account. According to Elizabeth Tuppeny, president and CEO of Domus, the Philadelphia-based agency won the business in a competition with several agencies in Atlanta, ConAgra Poultry Company, Inc.'s headquarters.
“Domus simplified the decision-making process,” said Bob Salegna, senior vice president of sales and marketing at ConAgra. “Their approach to the whole client/agency relationship is original and exciting. We believe that their unique way of doing business will deliver great advertising for less money. And isn't that what clients really deserve?
“We are always looking for cutting-edge ideas,” Salegna added. “We choose our suppliers based on their ability to add value but not cost.”
The challenge is to re-build the Country Pride brand in the retail trade and consumer's minds. “Domus is up to the challenge,” said Tuppeny. “We have crafted an organizational structure that breaks the mold of the traditional agency to better service clients like ConAgra in the current leaner and meaner business environment. Instead of layers of management leading down to green recruits and a limited bullpen of creative resources, we have what we call “superheroes” running our clients' businesses. Each superhero is a senior management person who has worked in marketing on both the agency and the client side.
“Our superheroes build a customized team that expands and contracts depending on a client's changing needs,” Tuppeny continued. “The team combines on-staff employees with outsourced specialists who have experience in the client's category. This structure provides clients with the services they need only when they need them. It also eliminates a lot of overhead and waste, so we save money for our clients.
“We are delighted that ConAgra has chosen us to be their marketing partner,” Tuppeny said, “and we can hardly wait to begin proving to them -- as we are to our current clients -- that our approach is both effective and efficient.”
Celebrating its fifth anniversary this year, Domus is headquartered in Philadelphia, Pennsylvania. The uniquely structured agency provides “superhero” advertising, public relations, and marketing services for international accounts including Confab; Domco Inc.; Lutron Electronics Co., Inc.; Montell; and Novo Nordisk -- all of them leading manufacturers in their categories.
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