By Teresa Buyikian
LOS ANGELES--Urban Decay, a maker of unconventional nail polish and cosmetics, has awarded its estimated $1-2 million account to small creative shop McElroy Communications after a review.
The client, based in Costa Mesa, Calif., had narrowed its review to two finalists: McElroy in Newport Beach, Calif., and Butler, Shine & Stern in Sausalito, Calif.
The agencies presented creative ideas but did not make speculative creative presentations, according to Urban Decay's chief operating officer, Wende Zomnir.
'McElroy is good at understanding the consumer from the grass-roots level,' Zomnir said. '(Butler Shine & Stern) was really excellent, but it came down to geography.'
The McElroy and Urban Decay offices are within minutes of each other, she said.
The company had crafted prior advertising in-house.
'We have a connection to Urban Decay's core market,' said McElroy partner and director of strategic planning Tim Garrett.
McElroy will first develop collateral and promotional materials for the client. The agency will handle advertising for the company's new line of nail polish, 'Urban Animal.' A portion of product sales will go to animal rights groups. An overall print image campaign will follow in the fall, according to Garrett.
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