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Husband-and-Wife Media Shop Seeks Outsized Results

SwellShark wins an Effie for Applegate campaign


Specs
Who Mary Perhach, president, and Nick Pappas, CEO
What Media agency
Where New York office

Three years ago, when former agency buyer and media sales executive Nick Pappas started SwellShark, he took inspiration from a fish that doubles its size to intimidate predators, which Pappas likens to seeking client impact that exceeds investment. Now working with wife Mary Perhach, a former agency account and communications exec, the firm handles Shinola, Beech-Nut, William Grant & Sons and Harry’s razors. For Applegate natural meats, SwellShark just won an Effie for a campaign that lifted hot dog sales 55 percent and awareness 48-55 percent, depending on the market. The integrated media pitch featured the interesting twist of local DJs talking up Applegate products in grocery-store broadcasts while shoppers sampled the food.

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