HomeMy WebLinkAboutItem #05 - Discussion Item( try r;( +IA!11. 'rl_C)R'L)A
iN 'ir.Ft.Org7iCr MEMORANDUM
Joseph R. Grassie
City Manager
Charles Le Crumpton
Assistant City Manager
September 16, 197/
Authorization to Negotiate an
Advertising Contract for the
Trade Fair of the Americas
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Planning for the Trade Fair of the Americas has progressed to the
point where a concerted advertising program should be begun. Pur-
suant to a previous statement to the City Commission that certain
services required by the Fair would. follow the City's established
procedure for soliciting such services, the general format of the
Florida Consultants' Competitive Negotiation Act was used.
The City Manager appointed a committee to solicit proposals, inter-
view applicant firms, evaluate and recommend an advertising agency
for the creation, production, and execution of the publicity strategy
and campaign within the project of the Trade Fair of the Americas.
The committee recommends a joint venture between the firms of Zubi
Advertising and Schulte, Reece and Aguilar.
SELECTION PROCESS:
The Selection Committee was composed of:
Charles Crumpton,
Lew Price,
Evelio Ley,
Angel Fernandez
Don Chapman,
Alan Rogers
Assistant City Manager
Director of Publicity and Tourism
Trade Fair of the Americas Coordinator
Evelio Ley and Associates, former
Executive Editor of Informacion,
Daily Newspaper of Havana
Evelio Ley and Associates,
retired Sears Roebuck International
(28 years), U.S. Dept. Commerce -12 yrs
as General Manager of U.S. exhibits
and fairs around the world
On loan to the City under the Pearson
Amendment, Assignment America, from
the U.S. Information Agency
Display advertisements for Advertising and Publicity Services were
placed in the Miami press:
Miami herald
Miami News
Miami Feview
Miami Timis
Diario Las Americas
July 15, 1977
July 15, 1977
July 15, 1977
July 15, 1977
July 15, 1977
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he following advertising agencies responded to the advertiserrleht and
Were interviewed:
1,
* 2,
3,
4,
* 5.
* 6.
7,
8,
* 9.
10.
11.
12.
13.
14.
Michael Sherman Advertising
Leeds Advertising
Gordon Associates
Advertising & Marketing Assoc4
Woody Kepner Assoc.
Schulte, Reece & Aguilar
De Garmo - Sams
Crispin Advertising
Zubi Advertising
Samuel Stavisky Advertising
Latin Adm2rica
Julio Estrada de la Hoz
Sandy Tinsley Advertising
Inter Americana Advertising,
Latin American Media Sales Service
Miami
Miami
West Balm Beach
Miami
Miami
Miami
Coral Gables
Coral Gables
Miami
Washington, D.C.
Miami
Guatemala
Miami
Mi ami
All of these firms were invited to individual meetings with the Fair
Coordinator's staff and given an orientation briefing of the
background, status, and objectives of the Trade Fair project. Using
the information provided at this briefing they were asked to submit
written proposals to the City of Miami within the established
advertising budget limits.
Ten firms (Nos. 1 through 10 on the above list) submitted written
proposals to the City Clerk and subsequently made presentations to the
Selection Committee. Four of these ten were chosen to attend a second
interview session during which they were required to answer a set
series of questions regarding their respective firms. The same
questions were asked of each agency.
Evaluating the written proposals, oral presentations and the
agencies' personal interviews, the selection committee made its
decision based on established criteria.
The criteria established and employed in the evaluation included the
following:
1. The Agency's understanding of the Trade Fair project and its
ability to develop d marketing strategy for its needs
2. Multicultural capabilities.
3 Examples of creative and production capabilities from past and
active accounts.
4. Agency's organization and in house professional staff.
5. Agency's disposition and availability to work hand in hand as a
team with the Trade Fair Coordinator's office.
6. The Agency's grasp of its role in conducting the advertising and
publicity for the Trade Fair.
•
•
The Agency's financial solvency and ability to prepay media adS
pending reimbursement by the City.
¶he Agency's degree of involvement and experience ih Miarni
community affairs.
Of the four advertising agencies chosen to appear for a second
screening, the selection committee considered all •four firms
qualified to conduct the Trade Fair advertising campaign. Two of
these however, were considered to stand out as being more atuned to
the precise double pronged objectives of the project and its
advertising needs. For this reason the selection committee considers
that a jointly ventured advertising campaign, with one facet being
directed to the Latin American manufacturer as an exhibitor, and the
other aimed at the U.S. and Canadian department and chain store buyer.
most efficiently and economically answers our special requirements.
Based on these criteria and the evaluation procedures described
herein, I endorse the Selection Committee's decision and recommend
that the City Commission authorize the contracting of the firms of
Zubi Advertising and Schulte, Reece and Aguilar to joint venture the
advertising campaign of The Trade Fair of the Americas.
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TRADE FAIR OF THE AMERICAS
ADVERTISING CAMPAIGN
A SYNOPSIS OF THE FIRMS RECOMMENDED TO CONDUCT THE
ADVERTISING CAMPAIGN AS A JOINT VENTURE
ZUBI ADVERTISING SERVICES, INC.
SCHULTE. REECE & AGUILAR, INC.
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2u81 ADVERTISING SERVICES, INC,
iiiciPlOtI Mrs, Teri Zubizarreta, President
Mrs, Terry Bernach, Vice President & Parthee
Yeatxs in business: Five
Eulltime Staff: Six
Major Active Accounts:
1, The Popular Banks
2, El Miami Herald
3, Goya Foods, Inc.
4. Miami Beach Tourist Development Authority
for Latin America
5, Omni International, Latin American and
local Spanish
6, American Express Travel Division and
Cruise Operations.
Adcounts previously serviced by Mrs. Zubizarreta:
1. National Airlines
2, Esso Standard Oil (Central and South America)
3. Lan -Chile Airlines
4. Chris-Craft Corporation
Firm's Volume of Business last 3 years:
1974 - 1975
1975 - 1976
1976 - 1977
$ 500,000.00
$ 800,000.00
$1,200,000.00
GHULTE, PtEcE & AGUILAk, INC,
iiiti 1e'ss John K. Schulte, President
Roger A. Reece, Vice President & Secretary
Ruben Aguilar, Vice President & Treasurer
Years in Business: Successor to Newman, Schulte & Reece founded
1961, Miami. Present firm founded in 1975
runtime Staff: Seven
Major Accounts 1961 - 1977*
1, City Gas Company of Florida, 16 years
2. Citizens Federal Savings & Loan Associations, 3 years
3. Sperry Systems Management, 4 years
4. Miami International Merchandise Mart, 4 years
5. All State Insurance Company (Florida), 3 years
6. Greyhound Rent-A-Car (Florida), 15 years
7. Pan American Airways (Assignments for Latin American
Division), 5 years
8, Miami Expo -Center, 1 year
* Includes work of predecessor firm of Newman, Schulte,
Reece, Inc.
Firm's Volume of Business past 3 years:
1975
1975 - 1976
1976 - 1977
Under other corporate name
$ 400,000.00
$ 650,000.00
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