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Question re: Kroger's trading agency Evergreen Trading

  • RSC Administrator
    • 1373 posts
    May 30, 2019 6:02 PM PDT
    From Lisa Kirkman: "Would like to chat with anyone here who has worked with Kroger's trading agency Evergreen Trading. Their website explaining how they 'extract exceptional value' out of the media makes me very nervous. We don't do value-add so I know how to work around that demand, but curious what else they are looking for? It seems very adversarial to radio. Thanks for your comments and experiences."
  • RSC Administrator
    • 1373 posts
    May 31, 2019 11:26 AM PDT

    From Rebecca White:  I thought we were going to be faced with receiving something in trade. Upon checking I found that they were supposed to deal in unwanted real estate. I was terrified we'd be getting a lot in New Jersey for our advertising. Finally, we negotiated not only cash buys but for an increase in our previous ads. So it worked out well.