Mothernature.com, an online supplier of natural remedies, has tapped Ogilvy & Mather in New York to handle the creative portion of its advertising account.
The move comes as the client launches an $8 million campaign created by Cyrk, a promotions and marketing company in Gloucester, Mass.
The effort, the retailer's first offline ad push, includes print, radio and transit executions. The ads invite consumers to "Go ask mother mothernature.com" and carry the tagline, "Your healthy living headquarters."
Though Cyrk has been trying to diversify into media advertising of late, company officials do not view the loss of the Mothernature.com assignment as a setback.
"It doesn't take away what we've done," said Cyrk representative Marianne McCormack, referring to the new campaign. "It's given us the experience of creating a branding campaign," which Cyrk hopes to parlay into more traditional campaigns for Internet companies.
"As I did more research, I recognized the importance of brand advertising," said Sharon Rice, marketing director at Acton, Mass.-based Mothernature.com. "Ogilvy has one of the best reputations for brand building." Rice worked at Ogilvy as an account manager several years ago.
Ogilvy was given the assignment without a formal review. Its first work for the client is slated to break next month, Rice said.
Faber Media in New York, which handles media planning and buying for Mothernature.com, will keep those chores.
Before hiring Cyrk and Faber, the company created online banner ads in-house.