Avery Dennison Office Products North America tapped DGWB Advertising to create a campaign for its Personal Creations line of printables.
The Irvine, Calif., shop won the business following a review of undisclosed agencies in California. Billings on the account are undisclosed, but Avery Dennison, with offices in Pasadena and Brea, Calif., spent more than $2 million on advertising in 1999--most of that on Personal Creations, according to Competitive Media Reporting.
With Personal Creations, users can print their own personalized cards, banners, stickers and other items using color ink-jet printers.
A fall print campaign is planned, and some TV advertising may also be created, said DGWB partner Mandi Dossin.
"They were very specific about who their target is: women," Dossin said. "We made sure we had a female planner, account people and creatives [involved with the pitch]. We did two spec campaigns, one of which has been green-lighted."
"They did an excellent job as far as strategic thinking and understanding our consumer. They developed a breakthrough creative and media campaign," said Teri Lim, client director of consumer and customer communications.
Saatchi & Saatchi, San Francisco, launched the Personal Creations line two years ago. A company representative said Saatchi and Avery parted amicably. K