Sappi Names Finalists in Review

Sappi Fine Paper North America has selected three finalists in a review for its account, which includes design, collateral and trade advertising work.

Contenders are Arnold Worldwide, Boston, which is pitching with its design affiliate Cipriani Kremer; Toth Brand Imaging, Concord, Mass.; and The Richards Group, Dallas, according to a representative of Pile and Co., the consulting firm overseeing the search.

Spending was not disclosed, but the annual budget is believed to be in the low- to mid-seven figures.

Final presentations are scheduled for the first week of February.

Sappi had worked with Siegelgale of New York. Executives with that agency could not be reached by press time.

The review was motivated by the client’s desire to apply “more of an advertising focus” to its marketing efforts, the Pile representative said.

Both creative development and media chores are included in the assignment. Ads will target art directors, graphic designers and other professionals working in publishing, communications and design.

Despite the relatively modest budget, agency executives praised the creative opportunity that the Sappi assignment could provide. “It is an amazing palette for us to do wonderful things,” said Karen Riordan, executive vice president of Arnold’s Integrated Services. Arnold has category experience, working for Champion International Paper in the late-1990s.

“It’s a fun, showcase kind of client,” agreed Amy Watt, creative director of Toth. That shop’s strengths in the pitch include the agency’s roots, and continued proficiency in design, as well as its commitment to building distinctly “American brands” such as Wrangler and Unionbay.

Richards is pitching Sappi through its design unit R.B.M.M., which has worked for USA Cycling, Dr. Pepper’s Deja Blue Premium Drinking Water, Samsung, the Dallas Symphony and others.