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Aiming to revitalize the struggling portrait industry, The Picture People has tapped a.k.a. Euro RSCG to rework its brand and launch a national advertising campaign.
The client said it awarded the $15 million account to a.k.a because of the agency’s strong brand-building reputation. The retailer also said the agency could help “do for the portrait business what Starbucks has done for coffee.”
“We were looking for an agency that will be with us as we evolve the brand with a new approach,” said Peter Harris, CEO and president of The Picture People and former CEO of toy giant FAO Schwartz.
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