Georgia-Pacific paper towel brand Sparkle has named Los Angeles agency and brand consultancy Wolfgang as its lead creative shop, expanding an existing relationship between the two firms. Wolfgang has previously worked across Brawny paper towels, Dixie cups and Vanity Fair napkins.
The appointment follows a virtual pitch that included one other agency, according to a source with knowledge of the process.
“Brands across the Georgia-Pacific Consumer Products portfolio have had a great relationship with Wolfgang, and that gives us a lot of confidence in our decision to partner with them on the work for Sparkle,” Sparkle senior brand building manager Priti Lokre said in a statement. “The team at Wolfgang has a unique ability to help brands creatively break through to consumers, and we are excited to work together to bring the Sparkle® brand to life in a new and engaging way.”
“Georgia-Pacific believes in both the discipline of data and the power of creativity,” Wolfgang president Seema Miller said in a statement. “We love working with them because they want us to do our best work and truly treat us as partners.”
Wolfgang has also produced a number of ads for Georgia-Pacific through its Wolfgang Productions arm.
“Regarding Wolfgang Productions, there are real benefits to seeing projects through from start to finish. This new approach has brought our Georgia-Pacific clients ‘closer to the camera’ and provided them with a range of benefits and efficiencies, while still maintaining a high quality of work. It’s not the right approach for every project, but it’s proven to be highly effective,” Wolfgang CCO Colin Jeffery said in a statement.