By Hank Kim
NEW YORK–Grey Advertising has won the advertising account of the Crane Paper Co. after a creative shootout against incumbent agency Sachs & Rosen here.
The New York office of Grey will handle both the creation of print advertising as well as media planning and buying duties for the Dalton, Mass.-based company.
‘We were looking for a fresh perspective on our communications program after the expansion of our target audience. We loved the way Scott and Eva and their team married emotion to the product benefits in their presentation,’ said Monica Griesdorn, Crane manager of marketing.
She was referring to Scott Kulok, senior vice president and group creative director, and Eva Page, senior vice president of account management at Grey, who headed the agency’s pitch.
‘We couldn’t be more thrilled to have been awarded this account based on our creative ideas,’ said Edward H. Meyer, Grey chairman and chief executive officer.
The agency’s first work for Crane will break in September in national consumer magazines such as Martha Stewart Living, Bon Appetit and House Beautiful.
Grey will target consumers in their late 20s and up for the company’s products. New print ads from Grey will continue to employ the current tagline: ‘Taking your words seriously since 1801.’
Crane markets high-end paper and stationery lines for both social and professional use, which are sold in prestige stationery stores and Crane’s own retail outlets.
The client declined to comment on ad spending, but Griesdorn said a ‘significant commitment’ will be made in advertising to support the company’s brands.
According to Competitive Media Reporting, Crane spent less than $1 million on advertising last year.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED