NEW YORK ICRNetwork's first work for self-publisher iUniverse features a diverse mix of first-time authors from Kathryn Wall to Amy Fisher, the infamous "Long Island Lolita" who has written a memoir called If I Knew Then . . .
The campaign includes four print ads, three of which combine a portrait of an author, a pull-quote and a testimonial. The Amy Fisher ad, for example, leads with the quote, "I've been exploited, controlled and manipulated. Now, I'm in charge. My story, my way from iUniverse."
"Accelerate your success" is the theme of the campaign, which also includes Web and radio ads. The first work broke about a month ago.
The South Norwalk, Conn., shop landed the $1 million-plus account in part due to a connection between iUniverse and Roger Chiocchi, president of ICR-Consumer and former president of The Lord Group in New York, the agency said. Chiocchi, who joined the indie shop in the spring, previously wrote a ghost story that was published by iUniverse (Mean Spirits), which opened the door to discussions with client president Susan Driscoll.
Chiocchi, who reports to U.S. president Ed Libonati, is charged with diversifying the agency's client roster, which is largely made up of companies that market themselves to other businesses. He also steers a branded content unit, Brand-Tent Solutions, which he started before joining the shop and has since been folded into ICR.
ICR, which does a considerable amount of project work, employs about a dozen staffers in South Norwalk. It also has offices in Barcelona, Spain, and Milan, Italy, where the agency first opened.