Now that many dot-com businesses have disappeared, wineries are again choice clients in the Northern California market. And competition for them is proving to be fierce.
Duncan/Channon in San Rafael, Calif., has entered the category just at the right time, winning the $6 million Clos du Bois winery account. The midsized shop won the business, now its largest account, after a review that began with 19 other agencies and involved three rounds of pitches.
"It's a David and Goliath story, even if I wasn't exactly sure who all the Goliaths were," creative director Robert Duncan said of the win. "Every step of the way we executed to our peak. ... It was a total thrill when they called and told us we had won. We really were a long shot.
"We did whatever we could to get into the pitch," he added. "We threw everything at it."
Clos du Bois, located in Sonoma County, has produced wine for almost 30 years. Its brands include Marlstone, Briarcrest and Calcaire.
"Duncan/Channon presented a fresh approach that zeroes in on our target audience and evolves our current, award-winning campaign," said Ruth Souroujon, marketing director for Clos du Bois, a division of Allied Domecq.
Zuckerman Fernandes & Partners, San Francisco, previously handled the account.
Work from D/C will appear next fall or winter; details of the creative were not immediately available.
"Northern California is the wine capital," Duncan said. "People here [at the agency] have been clamoring for a wine account."
Separately, the agency is also launching a campaign for Listen.com, an online music service. Billings are under $1 million. Agency executives said the ads will target media planners and independent advertisers. Listen.com recently worked with FCB Worldwide in San Francisco.
D/C's other clients include Eidos Interactive, Zoho, SkillsVillage and Pacific Bell.