Nail, the six-month-old creative boutique that set up shop in part of Leonard/Monahan's former office space, last week landed its largest client yet: Atomic Ski USA.
The Providence, R.I., agency beat out three undisclosed shops to win the ski maker. There was no incumbent, according to Wendy Welling, director of marketing at Atomic in Amherst, N.H. Billings were not disclosed.
Nail president Chuck Carmone and creative director Brian Gross were invited to participate in the review after several months of hammering away at the client, Welling said.
"They were very aggressive in pursuing the account," Welling said. "They were creative and on a different level from the other agencies. We hope to set our [advertising] apart from what you typically imagine a ski ad [to be], and I think they'll do it."
Both Carmone and Gross have category experience: During their tenure at Boston's Kelley/Dexter, the duo collaborated on the ad account of ski maker Salomon USA.
Nail will unveil in August national consumer and trade print campaigns for its new client: one for the Atomic line of skis, boots and bindings and the other for its Oxygen brand of in-line skates and snowboards.
Ads for the Atomic line will focus on its "beta technology," currently used in the Beta Carv/X 9.18 ski worn by World Cup competitors.
Nancy Quinn, a former media director at Leonard/Monahan who now runs her own business in North Attleboro, Mass., will handle media planning, while Atomic will handle its own media buying, Carmone said.