U.K. Graphics Firm Taps Seidel O’Neil as U.S. Shop

Seidel O’Neil & Partners has been named U.S. agency for a U.K.-based graphic arts retailer that has set its sights on building a presence stateside. The client, The Photo bition Group, has carved out a presence overseas with a variety of products and services used mostly by advertising and media companies.

The San Francisco agency won the $3-5 million account after a review of four Northern California shops. The other contenders were not known.

“Photobition is a great opportunity for us to develop a branding campaign while at the same time quickly build awareness of the Photobition name,” said agency creative director Howard Seidel. The agency is eager to help the client duplicate the success it has found in Europe and Asia, he added.

Photobition, a 35-year-old, London-based company, is well known overseas for its products and services, which include graphics service work. The firm is planning to launch in the U.S. this year.

Seidel O’Neil will design a brand strategy for the company and handle all online and offline advertising, as well as media buying. An upcoming campaign will include print work and direct mail ads.

Seidel O’Neil first got in touch with Photo bition through an agency employee who had worked with the retailer in the past. Seidel said the two sides communicated several times before formal pitches were made.

“Seidel O’Neil & Partners’ past work made it clear to us that they could build Photobition’s competitive advantages into an extremely strong U.S. brand,” said Jacky Andrews, client executive vice president of sales and marketing. “Also, knowing that they have done strategic brand work for other U.K.-based companies certainly made our choice easier.”

The agency’s other clients include Lombardi Sports, Ross Stores and Upside Media. The shop specializes in print and radio work, some of it for dot-com companies.