REI Drops Sedgwick Rd, but No Review Planned

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SAN FRANCISCO (AdAge.com) -- Retailer Recreational Equipment said it split with its agency of two years, Interpublic Group of Cos.' Sedgwick Rd, Seattle, and is evaluating its future strategic direction with Copacino, also Seattle.

REI spent $8.8 million on advertising in 2001 and $3 million from January through August of this year, according to Taylor Nelson Sofres' CMR.

The Sumner, Wash.-based retailer of outdoor gear and sporting equipment has 60 U.S. stores, in adiition to Internet and catalog operations.

No proposals sought
An REI spokesman said the retailer is in the midst of a "transition" and is not taking proposals from agencies.

"We are working with Copacino to evaluate our programs and plan our future direction," the spokesman said. Copacino had handled REI's online store, rei.com.

Sedgwick Rd, previously McCann-Erickson Worldwide's Seattle office, developed an ad campaign for REI with the tagline "Get outside of yourself" that included a TV component.

Jim Poppins, formerly REI's senior vice president of marketing who hired Sedgwick Rd, left the retailer this fall, REI's spokesman said. Atsuko Tamura currently is serving as acting vice president of marketing.

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