Holland Mark Lands Juice Account; Copywriter Baldacci Key To Pitch

BOSTON-Veryfine’s decision to award its $3.3 million ad account to Holland Mark Martin Edmund last week reunites copywriter Roger Baldacci with the client he served in the early and mid-1990s at Mullen.
The Boston shop beat out Ingalls Advertising in Boston and Leonard/Monahan in Providence, R.I., for the business following a review managed by Boston-based Pile and Co.
Veryfine’s public relations assignment was awarded to Jackson & Co. in Boston, which pitched with Holland Mark. Target Marketing & Promotions, also in Boston, will work in tandem with Holland Mark and Jackson & Co. and handle promotional assignments.
The win is important to Holland Mark because of the account’s creative potential and because “it gets us into packaged goods,” said Bob Minihan, executive creative director.
Minihan and Baldacci said they presented an “aggressive” marketing strategy to the client and are waiting to hear whether they will be allowed to proceed with their ideas.
“We showed them what we thought was best, not what we thought they wanted,” Baldacci said of his agency’s creative presentation. “It focuses on building the brand-having a name and a face to associate with Veryfine.”
Baldacci will team with art director Scott O’Leary on upcoming campaigns for the Westford, Mass.-based juice maker.
Neither the client nor the agency would discuss specifics. However, Minihan said the work will target young males. “When they go to that juice case in that convenience store . . . we want them to have a picture that comes to mind for Veryfine,” Minihan said.
Baldacci’s work for the client while at Wenham, Mass.-based Mullen won numerous awards, including top honors at the 1993 Best of Broadcasting Awards.
Mullen’s last work for the client included a 1996 TV campaign starring Veryfine president Sam Rowse as spokesman. Those spots played up the juice maker’s family ownership and community roots but apparently failed to drive sales.
Veryfine’s vice president of marketing Al Carosi left the company soon after the debut of that effort. His duties were assumed by marketing director Michael Brandt, who called for the recently completed review.

The client parted ways with 10-year incumbent Mullen in Wenham, Mass, on advertising and public relations shop Fleishman-Hilliard in New York this spring.