Wyse Goes to School With Mead

Shop Picks Up Classroom, Office Products
CHICAGO–Wyse Advertising in Cleveland has picked up the consolidated $8 million account of Mead Corp.’s school and office division, sources said last week.
The review included Partners & Shevack/Wolf in New York, which previously split the assignment with media shop Sive/Young & Rubicam, Cincinnati. Other participants were not known.
Greg Iaconis, vice president of marketing for school and office products at the Dayton, Ohio-based company, declined to confirm Wyse’s appointment and said Mead would make an announcement this week.
Agency chairman and chief executive officer Marc Wyse declined to discuss the review.
The review came after slow sales prompted Mead to hire new presidents for several divisions and re-evaluate its vendor relationships.
The school and office division is Mead’s largest consumer products unit, although consumer products as a whole represented only 15-17 percent of total sales last year. Most of Mead’s revenue comes from paper, paperboard and packaging sales to businesses.
Mead spent about $7 million on ads through October of 1998, according to Competitive Media Reporting. A spot last year from Partners was tagged “Built strong to last long,” and showed school custodians playing hockey with a Five Star notebook.
With such brands as Five Star, First Gear and Cambridge, Mead claims to be the largest U.S. marketer of paper supplies for school and office.