3 From Grey Strike Out on Own

Ex-Kraft Staffers’ Consultancy Lands eBay
NEW YORK–Three former Grey Advertising executives instrumental on the Kraft Foods account have resurfaced at a startup strategic and creative consultancy called the Acme Idea Co. Among its first tasks: the launch of a branding campaign for eBay, an e-commerce outfit.
Carol Herman, Scott Kulok and Eva Page left Grey as Kraft consolidated its account in March, leaving the agency with no creative assignments from the food giant. Sources said the trio were well liked by the client.
“After 24 years at Grey, I was ready for a change,” said Herman, who was the top account manager on Kraft. Herman started consulting, first recruiting Kulok–who led the creative charge on Kraft at Grey–then Page.
Page, who held earlier jobs at Kraft, has worked with Herman for 15 years. The trio formed Norwalk, Conn.-based Acme in August.
The online auction house, based in San Jose, Calif., plans to break a print campaign in November issues of Parade, People and Entertainment Weekly. Ads are testimonials from eBay users. The tagline is, “You just might find it at eBay.”
One execution uses a shot of a senior citizen with the Flexible Flyer sled he bought via eBay, on the advice of his grandson. “The campaign is not just about stuff, it’s also about the fun and thrill of the experience,” said Brian Swette, a former top Pepsi-Cola executive who is now eBay’s senior vice president of marketing. Sources put spending at $10-15 million.
Acme is also working on projects for Kraft. Sources indicated the trio has contacts at Campbell Soup, which recently hired several former Kraft executives. Acme declined comment.