DGWB Wins Personal Creations

Avery Dennison Office Products North America tapped DGWB Advertising to create a campaign for its Personal Creations line of printables.
The Irvine, Calif., shop won the business following a review of undisclosed agencies in California. Billings on the account are undisclosed, but Avery Dennison, with offices in Pasadena and Brea, Calif., spent more than $2 million on advertising in 1999–most of that on Personal Creations, according to Competitive Media Reporting.
With Personal Creations, users can print their own personalized cards, banners, stickers and other items using color ink-jet printers.
A fall print campaign is planned, and some TV advertising may also be created, said DGWB partner Mandi Dossin.
“They were very specific about who their target is: women,” Dossin said. “We made sure we had a female planner, account people and creatives [involved with the pitch]. We did two spec campaigns, one of which has been green-lighted.”
“They did an excellent job as far as strategic thinking and understanding our consumer. They developed a breakthrough creative and media campaign,” said Teri Lim, client director of consumer and customer communications.
Saatchi & Saatchi, San Francisco, launched the Personal Creations line two years ago. A company representative said Saatchi and Avery parted amicably. K