LOS ANGELES WPP's Young & Rubicam will be the first agency of record for the San Francisco Film Society and its associated activities, including the San Francisco International Film Festival, the shop confirmed.
"This is a watershed for them," said Penny Baldwin, president and CEO of Y&R's San Francisco office. "Previously, they were handling advertising through freelancers. But their needs have grown in size and scope as they've brought on a new director, Roxanne Messina Captor, and the organization has become more sophisticated."
Baldwin said the agency would handle all of the society's advertising, from media planning to a new logo design. But the "showcase" of the account for executive creative directors Brad Berg and Scott Larson will be the trailer for the film festival, which "tends to be the preeminent piece of media," Baldwin said. The account director will be Louise Felton.
"There's a short-term need with the 47th annual film festival around the corner, but once we get beyond that, we'll begin a strategic initiative," said Baldwin. "They want a new messaging architecture to get clarity around the master brand. Of course, it is very important that the festival itself should increase its worldwide draw and become a destination festival."
The nonprofit film society has spent $10,000 on advertising through August 2003, according to Nielsen Monitor-Plus. The client was not available for comment.
Y&R's client portfolio includes Sunmaid Raisins, ChevronTexaco, Havoline, Hitachi Data Systems and the National Collegiate Athletic Association.