Shop Gets First Win

Element 79 Partners will try to blend promises of a good haircut with a value message in its work for Supercuts hair salons.

Supercuts, owned by the Regis Corp. in Minne apolis, is the first account win for the Chicago shop, which was created last year by Omnicom to handle Quaker Oats. Element 79 was chosen for the $10-15 million Supercuts account over co-finalists The Richards Group, Dallas, and Cliff Freeman and Partners, New York.

Venables, Bell & Partners in San Francisco was also a finalist, but withdrew last month, citing its workload.

The creative incumbent is McCann-Erickson in San Francisco. Media duties were assigned in August to New York agency MediaCom, following a review.

Supercuts is one of several chains offering inexpensive haircuts, mainly to men. “It’s a share battle out there right now with big chains and new chains popping up all the time,” said Jerry Conner, a group account director at Element 79, who led the pitch.

The ads will use “gentle humor” to try to convince men who “aren’t real eloquent in describing what they want” that Su percuts can give them a good cut cheap, Conner said.

“Men have as many wants and needs about a haircut as women; they just don’t talk about it,” Conner said.

Element 79, under CEO Brian Williams, enlisted Omnicom siblings Integer Group and GMR for the pitch. Supercuts is involved with NASCAR and GMR specializes in sports marketing. Conner said it hasn’t been determined whether these agencies will work on the account.

McCann’s last work for the client included humorous spots with balding football legend Terry Bradshaw that focused on the NASCAR connection.