Giordano Advertising has notched $7 million in new billings this fall, winning accounts ranging from frozen seafood to an automotive HMO.
The Charlotte, N.C., retail specialist won lead agency status for Rich SeaPak, North Carolina's 5-A-Day Council, AutoPact and The Villages at Kinderton.
"We won because of our ability to execute at the retail level," said agency president Andy Giordano. "We understand the channels and do customer-specific marketing."
Rich SeaPak in Saint Simons Island, Ga., is one of the leading frozen shrimp processors in the U.S.
Giordano's national trade and consumer print campaign for the brand will kick off next spring, tied to the Lenten season, a prime selling period for frozen seafood.
The agency won the estimated $2 million branding business, in part, because of a counter-seasonal promotion that boosted sales and opened new distribution channels for SeaPak products.
North Carolina's 5-A-Day Council is a social service agency partially funded by monies derived from the state's settlement with Big Tobacco. Its goal is to foster health by improving eating habits among residents, particularly those experiencing the onset of age- and lifestyle-related illness. North Carolina, an agricultural state, ranks 46th in the nation in the consumption of fruits and vegetables.
The account win came in a review that included public relations specialist Capital Communications in Cary, N.C.
"Our approach was be to target people inside a store," said Giordano. "Persuade them to buy the fresh lettuce instead of cigarettes."
The agency's point-of-sale campaign will account for an estimated $3 million in new billings over the next three years.
AutoPact of Charlotte is an aftermarket provider that underwrites car maintenance and major repairs for consumers for a single monthly fee. The service is designed around the health maintenance organization model.
Giordano Advertising will develop a broad-based marketing program for The Villages of Kinderton, an upscale residential development in Winston-Salem, N.C., that will eventually contain more than 1,100 homes.