BOSTON--Thomasville Furniture has selected McCarthy Mambro Bertino for its estimated $8 million advertising account. The startup in Boston overcame McKinney & Silver,Raleigh, N.C., in the final round of a review.
Mullen/LHC of Winston-Salem, N.C., had handled the business.
The Thomasville, N.C.-based client said the agency's first mission will be promoting the 2002 launch of its Humphrey Bogart line of home furnishings. It is unclear exactly how Bogart's image will be used, but it is likely that footage of the actor will be incorporated into upcoming ads--a concept mandated by the client.
The shop was formed this spring by brand consultant Joe McCarthy and former Hill, Holliday, Connors, Cosmopulos and Square One creative directors Fred Bertino and Jamie Mambro.
McCarthy was known to Thomasville marketing executive Lisa Clark through some consulting work he had done for Mullen/LHC on the Winston cigarette brand, sources said. Clark is a former Mullen/LHC staffer and her husband Tim still works there.