Fort Franklin Welcomes Zed | Adweek Fort Franklin Welcomes Zed | Adweek
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Fort Franklin Welcomes Zed

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Fort Franklin has added potentially its most significant account, mobile services company Sonera Zed U.S.

Known simply as Zed, the Finland-based company, with U.S. headquarters in Boston, provides mobile phone users with a range of products and services, such as weather reports, movie reviews and restaurant reviews.

"The win gets us into a category that we've been dying to get into," said Marc Gallucci, president and creative director of the 15-person agency. "We plan to turn Zed into the MTV of the wireless phone world, using the entertainment lifestyle as a motivator to excite and acquire new customers and help Zed drive traffic for carriers," Gallucci said.

Spending levels have not been finalized but could be in excess of $5 million.

Fort Franklin will assume all creative chores, which had previously been handled by Leo Burnett's Moroch Partners in Dallas. Moroch worked on various trade campaigns for the client for about a year. The tagline used for the U.S. launch, developed by Leo Burnett in the U.K. and the client, was, "Tap in."

The company's first consumer campaign is expected to break this fall and will consist of print, radio, Web work and branded entertainment. Ads will be aimed at adults aged 18-26. The client will handle all media buying chores in house.

"Our target demographic is Generation Y, and Fort Franklin's deep understanding of this market impressed us. They have displayed a unique ability to capture young adults' attention through memorable creative concepts. We particularly like their innovative branded entertainment marketing tactic," said client official Cris Bjelajac.

As a result of adding the Zed account, Fort Franklin plans to hire several employees. The agency counts among its clients Cider Jack Hard Cider and Shreve Crump & Lowe.