SWG&M Advertising is readying its first creative work as agency of record for Helen of Troy, an El Paso, Texas, company that manufactures and distributes a line of personal care appliances under the Vidal Sassoon and Dr. Scholl's brand names.
SWG&M president Bob Wingo expects the account to add $2 million in billings to his El Paso shop over the next year.
The agency's first assignment is a $1 million fourth-quarter print effort promoting Vidal Sassoon hair dryers, hot rollers and curling irons. Print and television work for a line of Dr. Scholl's massagers will break next year.
SWG&M was given agency of record status for Helen of Troy's Vidal Sassoon and Dr. Scholl's products after successfully handling project work the past two years. Helen of Troy also has a licensing agreement with Revlon, but that brand is not included in the agency's duties.
"We were constantly looking for new ways to help them and this new relationship is a recognition of that," Wingo said.
Wayne Dickson, senior vice president of marketing for Helen of Troy, said SWG&M Advertising's "creativity, responsiveness and cost effectiveness" earned it the agency of record nod. He also said new product launches and licensing arrangements contributed to the decision to name a dedicated agency. Helen of Troy distributes its licensed products through retail chains in the U.S. and abroad.
The first print ad for the Vidal Sassoon products will appear in November and December issues of Allure, Glamour, Mademoiselle, Self, Vanity Fair and In-Style. The ad carries the headline "How Style Happens" above a female model smiling coyly. The ad also features shots of Vidal's personal care appliances, including its 1,875-watt hair dryers.
In addition to the fall print campaign, SWG&M is working on package design and point-of-purchase displays.
Wingo said the Helen of Troy account puts the agency at $20 million in billings, nearly double the figure it posted two years ago. During the same time, the agency's staff has grown from 22 to 35 employees.