Seidel O'Neil & Partners will ride in tandem with Veltec Sports, a distributor of high-end bicycle parts and products.
The agency is breaking four print ads this week for the Monterey, Calif., company that will ap pear in publications such as Triathlete, Bicycling, Bike, Mountain Bike, Cycle Sport and Velo News. The shop also plans a direct-mail effort.
Veltec distributes custom bike frames, Sidi bike shoes, Vredestein tires and gear from companies such as Look, Easton and Ciclosport. Billings for the new campaign are estimated at $1 million, but they are expected to grow as the distributor expands, said agency principal D.J. O'Neil.
"We have so much to offer under one roof," said Melissa Popovich, client marketing manager. "I'm looking forward to giving each brand the attention it deserves, and teaming with Seidel O'Neil & Partners will let us do just that."
The shop won the business after a review that included two undisclosed finalists, one of them a Canadian shop. A recommendation from a venture capitalist who had previously worked with both companies also played a role in the decision process. Seidel O'Neil is Veltec's first agency.
"This business is right up our alley," creative director Howard Seidel said. "They are an aggressive company that wants growth. We're the same way. Maybe that's why they picked us."
Seidel O'Neil also works with Lombardi Sports and Ross Stores. "They mentioned [these accounts] as one of the reasons we got hired," Seidel said.
The client awarded the account to Seidel O'Neil two weeks ago. Planning in advance for the assignment, the agency had ads ready to break almost immediately.
One print ad for Sidi shoes features an image of a white shoe on a black background. "When the foot hits the pedal, that's amore," reads the text.
The creative team consists of Seidel, copywriter John Walsh and art director Kurt Ho.