Officials with Goldwell Cosmetics USA have reached an unusual decision in their review process. They have reduced the field of contenders to two agencies, but are offering just one of the shops a project that could lead to earning the entire account.
Siquis, an advertising agency in Baltimore with high-end fashion image experience, was assigned a creative project for the fourth quarter of this year, according to Mary Greenwood, director of advertising for the client.
Adworks of Washington, D.C., is the other agency involved in the pitch. If the project with Siquis does not work out to the client's satisfaction, Greenwood said, the company will then offer Adworks a chance to audition for its advertising.
Greenwood would not disclose specific details about the Siquis project. Agency officials could not be reached for comment on the review at press time.
"It was a very difficult decision," Greenwood said of the review. "They are both great agencies with very different strengths, but Siquis had the fashion experience we were looking for."
The cosmetic company's advertising account had previously been handled by Trahan, Burden & Charles, also of Baltimore, for the past three years. Goldwell sells a line of beauty products that is marketed and sold exclusively through salons in the U.S. and Canada.
The company came to this country in the mid-1980s; previously, all of its marketing plans had been devised in Germany.
Much of Goldwell's current advertising involves trade print work in hair salon magazines.
The client had plans to go into consumer and image marketing for its product line as far back as 1994. To date, however, it has remained a design packaging and trade piece of business.