Voss USA, the U.S. division of bottled-water com-pany Voss of Norway ASA, last week tapped Ground Zero to be its agency of record, marking the shop's new East Coast office's first win.
Ground Zero, which opened in New York on Oct. 16, won the business without a review. The client's former shop, Fri-erson Mee + Partners in New York, had handled the account since November 1998. Voss moved the account because it wanted an agency with a strong presence on both the West and East coasts, sources said. Billings are estimated at $5-10 million.
"We see Ground Zero as an agency who will look at our product and the category in an unconventional way, which we feel will result in breakthrough communications," said client president and CEO John Pellaton.
Ground Zero, which gained a reputation for its creative and strategy shortly after opening its Los Angeles office in 1993, intends to launch a print, outdoor and online campaign targeting new markets New York and Los Angeles, as well as current markets Florida, Nevada and Arizona. The push is slated for first-quarter 2001; the in-line printed Voss bottle, made of heavy glass and shaped like a tall cylinder with a grey cap, will be a major component of future work.
"The bottle is quite a remarkable thing, with lovely etched glass," said Andrew Gledhill, president of Ground Zero in New York. "If you were to put this on any dining table across the country, it would definitely be an asset to the table."
Ground Zero in Los Angeles handles accounts such as ESPN, Virgin Cola, Atlantis Resort and the Los Angeles Times. Robbie Caponetto