Mad Dogs to Promote Rock Music Ephemera | Adweek
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Mad Dogs to Promote Rock Music Ephemera

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SAN FRANCISCO Mad Dogs & Englishmen has been hired to advertise Wolfgang's Vault, the online collection of the late music impresario Bill Graham's concert art and memorabilia. The account is estimated at $1 million.

Bill Sagan, president of the San Francisco-based archives, met with several agencies over a period of three months before selecting independent shop Mad Dogs, San Francisco.

"We are incredibly excited and honored to be awarded this assignment, truly!" Mad Dogs co-chair Nick Cohen said. "The collection is astonishing. A lot of music lovers, young and old, will be completely blown away."

The Web site collection encompasses decades' worth of memorabilia, from original Thin Lizzy concert T-shirts to recent Fillmore posters of White Stripes shows. Prices range from less than $25 to more than $1,000 for rare pieces.

The collection was uncovered after Graham died in a helicopter accident in 1991. Having spent his career as a rock 'n' roll promoter, he kept a virtual treasure trove of rock memorabilia. From the original Acid Tests in 1965 to the end of 2002, Graham and his company, Bill Graham Presents, collected items from 17,000 live shows. The organization saved all kinds of mementos, such as handbills, posters and backstage passes.

The national on- and offline campaign is set to launch in the next few months. Mad Dogs will handle creative, media and public relations. Cohen said the goal of the campaign would be to make Wolfgang's Vault the best-known Web site for rock memorabilia.

Mad Dogs' clients include Atkins Nutritionals, TechTV, Future Networks, Club 21 and Cuervo.