LOS ANGELES Mendelsohn/Zien has been named U.S. creative and media agency for Thai paper maker Double A, the shop said.
According to sources, other finalists included WPP Group’s Ogilvy & Mather here and Omnicom Group’s DDB in San Francisco. DDB handles the brand in Australia.
The agency, partially owned by Hokuhodo, plans an integrated campaign with an emphasis on television, print and point of sale. “They’re very interested in television,” said the Los Angeles shop’s CMO, Claudia Caplan, “which is very unusual for the category.”
The brand will start marketing in California, Caplan said, then migrate to a national footprint. The first work should break in the third quarter. She noted most office paper is purchased at superstores, big box outlets and online.
Caplan said the campaign would revolve around Double A’s offering of environmentally conscious paper. “When people think recycled paper, they think of it as not being bright or white enough,” she said. “Double A paper is. And the company uses eucalyptus trees planted between rice paddies, supporting poor farmers, and built an environmentally friendly factory, even making their own electricity and selling it.”
Thirawit Leetaworn, evp at Advance Agro Public Co., the parent of Double A, said in a statement, “The desire in the United States for cleaner, greener products make this the right time to introduce Double A. Mendelsohn Zien identified a unique approach which we believe will make our paper top of mind.”
The lead creative on the business will be chief creative officer and partner Jordin Mendelsohn.