Marshmallow Fluff Spreads Work to Cross-Media

BOSTON Cross-Media has been selected by Durkee-Mower, maker of Marshmallow Fluff sandwich spread, for a six-figure print-based campaign scheduled to break in the fall.

Cross-Media, a Newburyport, Mass., agency formed two years ago by president Melissa Gagnon, was selected without a full-blown review and picks up the assignment from Interpublic Group’s Mullen, Wenham, Mass.

“Our initial agreement was strictly for media planning and placement, with the potential to develop a new campaign. So we are very excited to have this creative assignment as well,” said a Cross-Media representative. “The campaign’s theme will basically carry through on the product’s current nostalgic look and feel, but nothing is final yet.” Web site redesign may also play into the mix.

“We feel they chose to work with Cross-Media because of our size and energy,” the representative said of the five-person agency’s selection. “We are a young agency and certainly able to offer our clients very hands-on service.”

Dan Quirk, vp, sales and marketing for the Lynn, Mass.-based client, said Cross-Media’s “creative ideas and marketing solutions are in perfect sync with our short- and long-term goals.”

A Mullen representative said the account had generated little work of late.

At Cross-Media, the account will be managed by Donna Gordon, who had previously overseen the business at several other agencies.

Cross-Media also handles assignments for International Data Group, Rockport Publishers and DreamWorks Pictures.