Knape Scoops Up Vectrix Software, Pangburn’s Millionaires, Ice Cream

Knape here has added an estimated $4 million in billings from two new clients: a Microsoft-partnered computer software supplier and a candy company itching to end its recent ad dormancy.
Pangburn Candy Co. of Fort Worth, Texas, hired the shop to begin imaging work as well as handle brand-specific assignments for Pangburn’s Millionaires chocolates line and a new high-end ice cream product, according to Knape president Susan Knape.
Knape was also tapped as agency for Dallas-based Vectrix Corp., which produces Internet site development software.
The Pangburn ad account, worth $1-2 million, came after a review of undisclosed area agencies, according to Knape. “Pangburn has done very little advertising,” said Knape. “They had really put [marketing] efforts into their distributor network.”
Pangburn previously assigned duties for its chocolate bars sold in grocery and department stores to Anderson Advertising, San Antonio.
The new ice cream line will be distributed initially in Texas against premium competitors like Ben & Jerry’s and H€agen-Dazs, Knape said. The print and outdoor work breaking for the ice cream will expand alongside the product’s introduction into new regions.
Duties also include media and strategic planning that will utilize resources of Knape parent firm, Valentine Radford of Kansas City, Mo. Broadcast is currently not part of the mix, according to Knape.
Pangburn recently introduced a new line of hard candies, which is aided by a licensing deal involving cartoon characters Casper the Ghost and Richie Rich.
The assignment for Vectrix will consist mainly of print work in computer publications like PC Week and InfoWorld.
Vectrix’s signature product is EdgeworX, a Web-building tool for use with Microsoft Virtual Basic and Office programs. Currently a $2 million account, Knape said the business could more than double over the next few years.
Knape said the computer software client looked at other larger agencies, “but they wanted to have more direct involvement with the creative people.”