Boston Globe selects its new ad agency p. 27

By: Dorothy Giobbe

THE BOSTON GLOBE has chosen Ingalls, Quinn & Johnson to handle its estimated $4 million advertising account. In winning the account, the Boston-based agency beat two other finalists, Arnold Fortuna Lawner & Cabot and Houston Effler & Partners.
Earlier this year, the Globe and Hill, Holliday, Connors, Cosmopulos of Boston ended a 15-year association (E&P, Nov. 27, 1993, p. 27), and the Globe placed the account, which includes television, radio, print, outdoor and direct mail, in review.
The review, conducted by Boston-based Pile & Co., initially included 15 agencies.
One member of the selection committee, Mary Jane Patrone, vice president, marketing at the Globe, said all three agencies were "very different in personalities but excellent in their presentations."
"It was a tough decision for us, but we finally chose Ingalls because we appreciated the point of view they brought to the Globe and the chemistry seemed to be right," Patrone said.
In the final round, the agencies presented strategies designed to promote Globe coverage of the Olympic Games. The Globe is a television sponsor of the Olympics and will create a special section in advance.
"We want to promote that section both to advertisers and readers as well as promote our ongoing coverage of the Games," Patrone said.
"Ingalls did a lot of research and testing and made a very compelling presentation, which ultimately won the day."