a.k.a. Lands Hornblower and Shaklee Accounts

Though most economic indicators point to an industrywide recession, a.k.a. Euro RSCG is witnessing a business revival. The San Francisco shop recently secured two Bay Area cli ents: Hornblower Cruises & Events and Shaklee Corp.

Kevin McCarthy, partner and chief creative officer at a.k.a., said the new clients are a good fit for the shop. “We’ve got a ton of experience in both the travel/leisure and personal-care categories,” he said. “We’ve been waiting for the right opportunity to tap into it.

“We’ve certainly been experiencing great momentum lately, and I’m hoping this signals that business may be picking up for all the agencies around town,” he added.

Both accounts were awarded after reviews that included undisclosed West Coast shops. Neither company has participated in a full-service agency relationship in the recent past. According to CMR, Hornblower has not recorded media expenditures since 1998, when spending totaled $300,000. There were no media expenditures listed for Shaklee. Neither cli ent divulged an ac count bud get.

Hornblower, the lar gest luxury-cruise company on the West Coast, selected a.k.a. to collaborate on its brand strategy, as well as its advertising and integrated marketing program, in cluding online and offline advertising, direct marketing, collateral and Web-site development. With a fleet of 30 yachts, Hornblower has hosted more than 50,000 corporate and private events in its 21-year history. The campaign is set to break early next year.

Shaklee tapped a.k.a. to handle two corporate marketing initiatives. The first is a brand positioning for a new, yet-to-be-named hair-care product line. In addition, the agency will help publish a new branded product guide that lists the company’s personal care, healthcare and fitness products.

Based in Pleasanton, Calif., the 45-year-old company is best known for producing health and wellness products.

“The team at a.k.a. is clearly capable of bringing a truly brand-focused approach to these core efforts and that sets them apart,” said Heather For sythe, director of marketing communications at Shaklee. “We’re eager to see how their ideas and thinking will help extend our brand and business.”