Pedone Wins Valley

By Matt Surman

NEW YORK–The absorption of Waring & LaRosa into Young & Rubicam has caused another account shift. Pedone & Partners here won Valley National Bank’s $2-3 million creative and media account last week.

Y&R resigned the Wayne, N.J.-based client because of a conflicting account. Pedone was chosen over five contenders: Gottlieb & Lane, The Lord Group, McCaffery Ratner, and Emmerling Post, all New York, and RBT/Strum of Cherry Hill, N.J. The finalists were picked from an initial list of 15 shops.

Pedone’s presentation was an integrated program that included direct marketing and point-of-sale, in addition to traditional advertising. ‘We felt they had stronger strategic creative and direct marketing capability than the other firms, and we felt their size meant we could get the attention we deserve,’ said John Harris, senior vice president of marketing at the bank.

‘They really know what they want to be,’ said Mike Pedone, president of the agency. His shop expects to break work soon, mostly via direct mail, for the bank’s undisclosed new service. The shop will also create TV, print and outdoor work which will run in New Jersey, where the bank has 95 offices.

Other former Waring clients, including American Movie Classics, Fisher-Price’s Little People line and Perrier, moved their accounts when the agency folded into Y&R.

Fisher-Price awarded ad duties for Little People to Ogilvy & Mather. Perrier shifted the business for its Arrowhead Mountain and Deer Park brands to McCann-Erickson without a review. AMC is currently conducting a review.

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