MFP, Cruise Line Part Ways | Adweek MFP, Cruise Line Part Ways | Adweek
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MFP, Cruise Line Part Ways

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NEW YORK Margeotes Fertitta Powell here has split with the Radisson Seven Seas cruise line after a little more than a year on the business, the client confirmed. Estimated billings are $5-7 million.

Ken Watson, client evp of sales and marketing, said the split was a "mutual decision," and that the company has not yet determined if it would undertake an agency search. For the time being, the Fort Lauderdale, Fla., cruise line will continue to work with a handful of Floridian roster shops.

MFP replaced three-year incumbent The Martin Agency, Richmond, Va., on the account. At the time, a client executive said MFP was chosen for its luxury pedigree, citing the MDC Partners shop's upscale work for Godiva chocolates.

In recent months, the agency has also taken on work for clients with mass appeal including Perry Ellis, Coca-Cola and Samsung Electronics while pursuing other luxury category assignments.

MFP created some tactical newspaper and magazine ads that featured photojournalistic travel photography and a "Luxury goes exploring" tag.

An agency representative issued this statement: "MFP and Seven Seas have mutually agreed to part ways in mid-2006. Seven Seas is refocusing their marketing activities, and will continue to work with their longtime direct/collateral partner in Miami to meet their ongoing needs. MFP will be seeking a new, major brand partner in the travel/leisure/cruise line category, where we will leverage our great track record and strong experience base."