SAN FRANCISCO MDC Partners' Kirshenbaum Bond + Partners has won the $10 million Xavix Technologies account and will be responsible for all branding and advertising, an agency representative said.
Kirshenbaum Bond San Francisco will lead the integrated effort, which includes a television, print and online campaign for the new line of Xavix and Jackie Chan Studio of Fitness products.
The creative work will focus on XavixGolf, XavixBassFishing, XavixHealth & Fitness Manager, Jackie Chan Studio of Fitness J-Mat and Jackie Chan Studio of Fitness PowerBoxing, all of which launch this summer and fall.
The client has been without an agency since August, said a KB+P representative. Cramer-Krasselt previously had the business. The request for proposal was issued in March, and five agencies pitched. KB+P was awarded the business just last week.
Porter Gale, general manager of the San Francisco office, said she was thrilled to have the account.
"The Xavix product line is innovative, good for you, entertaining and unlike anything on the market today," Gale said. "In the short term, our plan is tap into the passion that people have for sports. With the XavixPort you can bring the experience of golf, bass fishing, skiing, boxing and more right into your living room."
KB+P will employ its resources on both coasts for the account. Kirshenbaum Bond New York will develop the design architecture, specific packaging projects and merchandising displays for the brands. Additionally, KB+P's hybrid communications company, Lime Public Relations + Promotion, will help create retail promotional programs surrounding the launch of the lines.
Ad expenditures for January and February 2005 were $300,000, per Nielsen Monitor-Plus. No figures for 2004 or 2003 were available.
Xavix is owned by SSD Company of Kusatsu, Japan