Gigante Vaz Presses Ahead for Publisher

NEW YORK Two weeks after launching Augusten Burrough’s Magical Thinking, Gigante Vaz is at work on advertising for two St. Martin’s Press books, The Lazarus Vendetta by Robert Ludlum and Unexpected Blessings by Barbara Taylor Bradford.

The New York agency won the high-volume account in mid-September, following a review that included eight other undisclosed shops. The assignment includes St. Martin’s Press, Paperbacks, Griffin and Minotaur imprints, Thomas Dunne Books and Truman Talley Books.

“We are not a book ad agency,” said shop president Jim McHugh, “and we positioned ourselves as just that. A lot of people were surprised to hear that they went outside the box.”

Gigante Vaz is handling newspaper and magazine print ads, as well as broadcast and Internet duties, said McHugh.

Annual billings are projected at $7.5 million, according to an agency statement.