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The Out-of-Towners
City marketing arm will do its marketing from…Glastonbury
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Business New Haven
11/27/2000
By: Michael C. Bingham
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NEW HAVEN - Market New Haven Inc., which seeks to bring more business to New Haven through targeted advertising and marketing efforts, has sent some of its own business out of the region.
The joint effort by City Hall, Yale and the Regional Leadership Council (RLC, representatives of the region's largest organizations) has awarded a three-year contract to Cashman & Katz Integrated Communications of Glastonbury.
Expected to begin as early as January, the campaign will center on the New Haven Green and adjacent real estate to position New Haven as the “smart, diverse, fun city that it is,” says Market New Haven Executive Director Susan Hartt. Cashman & Katz will be responsible for campaign strategy and managing creative development as well as media planning and buying.
Hartt explains how the selection process unfolded: “We issued an request for proposal that appeared in a couple of papers; we also mailed it to about 15 agencies,” she says. “We set fairly high standards: $2 million in annual billings, and experience in creating across all media, as well as buying media.”
A key unspoken criterion, according to those near the selection process, was experience in creating television spots, which was considered to favor Cashman & Katz. (Coming soon to a small screen near you: a massive wealth transfer from the relatively poor - Market New Haven - to the obscenely rich - WTNH-TV, which wishes you would always call them “NewsChannel 8.”)
Four submitted proposals, says Hartt; one was New Haven agency McLaughlin, DelVecchio & Casey. A subcommittee of Hartt, city Economic Development Administrator Henry Fernandez and New Haven Savings Bank Senior Vice President Diane Wishnafsky (representing the RLC) narrowed the choice to Cashman & Katz and McLaughlin, DelVecchio.
The final choice, Hartt says, was made by herself, Mayor John DeStefano Jr. and Yale Vice President for New Haven Affairs Bruce Alexander.
The eight-year-old Cashman & Katz had 1999 billings of $13.6 million and employs 15, according to the Hartford Business Journal.
Don't cry, however, for longtime New Haven stalwarts McLaughlin, DelVecchio: Just days before the New Haven sweepstakes rounded the final turn, MDC landed the state's $6 million tourism account.
Guess the hometown guys can do something right.
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