By Jane Irene Kelly
SAN FRANCISCO–Saatchi & Saat-chi has won an estimated $10-12 million advertising assignment from office products firm Avery Dennison, following a review.
The agency won Avery’s consumer advertising account for its new line of greeting cards for personal ink jet printers. The victory is one of the largest new business wins for Saatchi’s San Francisco office in nearly a decade.
Other finalists in the review were Citron Haligman Bedecarre in San Francisco and Dailey & Associates in Los Angeles. Asher/Gould Advertising in Los Angeles, which handles Avery’s core office products business, did not participate in the review.
‘All the finalists did a great job,’ said Avery marketing communications manager John Clendening. ‘Saatchi excelled not only at understanding the target audience, but how technology fits in with families’ lives.’ The Diamond Bar, Calif.-based company will specifically target its new product line to PC-savvy women with young children.
‘The Avery account is important to us because it is strictly a consumer product,’ said Julie Bauer, general manager of the Saatchi & Saatchi office. ‘Our goal this year was to land a major, non-tech client and shake our image of being just a tech agency. We’ve gone through some rough times lately, but we’re turning it around.’
The Avery win also smooths out some Saatchi feathers, which were ruffled by Hewlett-Packard last year. The agency lost that client’s $40 million printer business to Goodby, Silverstein & Partners here, though Saatchi retained the other H-P advertising business.
Saatchi knows how to work with other agencies due to its work with H-P, said Clendening. ‘It is important (for Saatchi) to have a relationship with Asher/Gould.’
Avery’s new products will be in stores later this summer, the client said. National print and TV advertising will begin by early November.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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