6 Shops Chase C.B. Fleet

C.B. Fleet has selected a half-dozen agencies to visit in a review of creative and media duties on its Fleet and Summer’s Eve brands, confirmed Hasan + Co., the consultancy managing the search.

The semifinalists are Omnicom Group’s Element 79 in Chicago; Interpublic Group units Fitzgerald + Co. in Atlanta and Mullen in Winston-Salem, N.C.; and independents The Richards Group in Dallas, Cramer-Krasselt in New York and Brunner in Pittsburgh, said Hasan Ramusevic, principal of the Raleigh, N.C.-based consultancy.

The shops emerged from a longer list of a dozen agencies that replied to a request for proposals. Client executives will visit the remaining agencies in two weeks, before selecting two or three finalists to pitch the business.

Annual major media spending on the account is estimated at $10-15 million. The incumbent, Havas unit Euro RSCG in Chicago, is not defending. Lynchburg, Va.-based C.B. Fleet expects to conclude the review in late July.

Among the key decision-makers in the review are Angela Bryant, senior brand manager for feminine hygiene; Emily Klopp, senior brand manager for digestive health; and Steve Ruhf, vp of U.S. marketing and business development, according to the RFP.

The RFP describes Summer’s Eve as the leading feminine care brand in the U.S. and Fleet as a leader in laxatives. Fleet has expanded its line of products in recent years, adding the likes of Pedia-Lax, Fiber Gummies and Fleet Naturals.

“The timing of this agency review coincides with the planning of a 2011 restaging of the Summer’s Eve brand and the [advertising] launch of Fleet Naturals,” the RFP states. “Those agencies reaching the final stages of our review process will receive more detail surrounding these efforts as this will most likely be the focus of the final pitch assignment.”