SAN FRANCISCO-Odiorne Wilde Narraway & Partners has won the estimated $2-5 million national advertising account of R.H. Phillips, Esparto, Calif. The agency becomes the Sacramento Valley winery’s first advertising partner. Butler, Shine & Stern of Sausalito, Calif., was also a finalist for the account.
The win helps to relieve a sore spot for OWN&P, which Ãearlier this year lost its Beaulieu Vineyards account to J. Walter Thompson, San Francisco.
BV’s parent, IDV Wines, San Mateo, Calif., consolidated several of its California wine brands into an $8 million account, which was given to JWT without a review.
“OWN&P is a real high-energy agency,” said John Giugere, president and one of the founders of R.H. Phillips. “They put on an incredible presentation, and we were very impressed by their previous work for BV. Their approach also includes a strong emphasis on marketing [strategy], which is what we’re after.”
“R.H. Phillips is a brand that’s just waiting to be known,” said Wayne Buder, president and head of account services for OWN&P. “The same is true for all of its brands. They want to stand out in their category as unique.”
The agency plans to spend the next few months doing market research for R.H. Phillips, according to Buder. In early 1998, a print branding campaign will launch in test markets.
Print advertising will first be targeted toward the retail and restaurant side of the wine industry, Buder said, and then be directed toward “the young buyers of wine, the trendsetters.”
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