Ogilvy Tops Chicago Foes to Win Paper Mate

CHICAGO Sanford, creator of pen brand Paper Mate, has tapped Ogilvy & Mather to handle its $5 million advertising account following a review.

“Ogilvy demonstrated that they have the strategic thought and creative talent to assist us in building compelling marketing campaigns for our brands,” said Rory Leyden, chief marketing officer for Sanford, in a statement. “It was also important to us that our lead agency for Paper Mate be right here in Chicago.”

The assignment will include advertising for all of the Newell-Rubbermaid division’s brands. Bellwood, Ill.-based Sanford is planning more than 50 new product introductions including the Tandem, a combination highlighter and pen, and a mechanical pencil that adjusts automatically.

The WPP Group shop’s Chicago office bested local independent agencies Tom, Dick & Harry and Fusion Idea Lab for the business, sources said. The incumbent, Newell-Rubbermaid lead agency McCann-Erickson in New York, did not participate.

Paper Mate spent $3 million on advertising in 2002 and $5 million through November of last year, according to Nielsen Monitor-Plus. Paper Mate’s promotions continue to be handled by Interpublic Group’s Momentum in St. Louis.