Erwin-Penland Named Agency of Record for Bi-Lo

July 24, 2007

GREENVILLE, S.C., July 24, 2007 - Erwin-Penland, South Carolina's largest marketing and communications firm, has been named agency of record for BI-LO, a chain of 227 supermarkets based in Mauldin, S.C. Billings were not disclosed.

The Greenville, S.C., shop, part of Interpublic Group's Hill, Holliday, Connors, Cosmopulos, earned the assignment after handling a special project to develop the brand identity for the new Super BI-LO store concept. Upon completing the project, which included a new logo, tagline and a variety of communication elements, the agency was asked to serve as agency of record for the entire chain.

"Erwin-Penland impressed us with their combination of creativity and enthusiasm," said BI-LO Executive Vice President of Marketing Tye Anthony. "Even when we accelerated timelines or threw them a curveball, they kept coming back with great ideas and a commitment to helping us succeed. Their performance on this project convinced us they'd be a great partner for our ongoing marketing efforts."

"We've hoped to have a chance to work with BI-LO for a number of years now," said EP President Joe Erwin. "BI-LO is one of the great brands in the Southeast, and one of the most responsible corporate citizens you'll find anywhere. Our shared values and shared commitment to excellence suggest this is going to be a great marriage."

EP's work on behalf of BI-LO will include print and broadcast creative development, media planning and buying, website development and online marketing intitiatives, as well as in-store merchandising and other creative assignments. Erwin said that hiring to staff the BI-LO account will bring the firm's total headcount close to 175 within the next several weeks.