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LOS ANGELES Interpublic Group’s Campbell-Ewald here won creative chores on Ghirardelli chocolates following a review due at least in part to its “woman-to-woman specialty communications” acumen, said Debbie Karnowsky, the agency’s executive vice president and executive creative director.
“We absorb information differently, meaning that you can use less linear and more symbolic communications,” said Karnowsky, noting that women “are the primary consumers of premium chocolate.”
San Leandro, Calif.-based Ghirardelli spent $10 million advertising in 2005, per TNS Media Intelligence.
Karnowsky
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