The total value of the work is between $5 million and $10 million, according to the company.
The review pitted three top San Francisco shops: Goodby, Omnicom sibling TBWA/Chiat/Day and WPP Group's J. Walter Thompson, San Francisco. The creative directors at TBWA and JWT, Chuck McBride and Jeff Huggins, respectively, are alumni of Goodby.
Review caused a stir
The review caused a stir on the West Coast because a number of smaller shops, which hoped to be in the contest, were disconcerted about the three high-profile agencies in the review. One agency head complained that creative powerhouse Goodby was going after the few crumbs of new business available to smaller agencies struggling in the current advertising downturn. Goodby executives, however, said they were interested in picking up smaller, more creative accounts.
Diamond, which represents 1,900 growers, traditionally focused its advertising on the holiday baking seasons, such as Christmas. But the co-op of growers plans to expand its marketing research, Diamond executives said.
A Diamond spokeswoman said Goodby Silverstein was chosen based on its "creativity, great media and planning capabilities."
Roth Associates, New York, handled the review. Independent ad agency Gardner Geary Coll, San Francisco, was the incumbent.