The agency will handle 3M's Buf-Puf facial sponge and pHresh 3.5 soapless cleansing solution. The account is expected to bill $4-5 million next year, sources said last week. 3M spent $2.6 million on Buf-Puf in 1992 according to Leading National Advertisers.
'We presented our ideas for the business to 3M and they really went for it,' said one M/W source. 'We pitched an integrated campaign that would involve the expertise of our various divisions and they got excited about it. Then, they told us we had the account.'
Although details have yet to be formalized, sources said M/W is expected to work on image advertising, public relations, collateral development, international advertising and database management for 3M via its various divisions. That's in line with M/W's portfolio: it owns FAME, which specializes in retail image management; Karwoski & Courage, public relations; Edison Group, ad hoc creative projects and collateral design; Creo, international advertising; and IDMS, database management.
The assignments bring to 11 the total number of 3M divisions worked on by M/W.
Lintas:New York continues to handle the Scotchguard brand protectors, which posted 1992 billings of approximately $1.8 million, according to LNA. The advertising agency also handles Scotch-Brite brand cleaning pads, for which 1992 billings were not reported in LNA.
Copyright Adweek L.P. (1993)