After Deal Making in France, Publicis/Bloom Wins T-Fal

Publicis/Bloom has been awarded the creative and media buying and planning chores for T-Fal, a cookware and small appliance manufacturer in Pinebrook, N.J.

T-Fal is the leading nonstick cookware maker in the U.S., said Larry Cole, T-Fal’s vice president of marketing.

The size of the account was not disclosed, but sources estimated it at $7-8 million. Ad duties had been handled by Ammirati Puris Lintas here.

The first work from Publicis/ Bloom in New York, most likely to be in the form of television and print ads, may break as late as next year, Cole said. The tag, ‘You’ve thought of it all,’ will remain on the old ads being aired in the interim, Cole said.

T-Fal’s decision to choose Publicis/Bloom comes on the heels of a round of deal-making by the parent companies of both the client and the agency in France.

Tefal in Rumilly, France, last month selected Publicis in Paris to handle its $45 million global advertising account. Ammirati Puris Lintas held the account internationally, and Ogilvy & Mather provided work for France and Asia, Cole said. Publicis beat the European offices of BDDP Group and Ogilvy & Mather Worldwide, Cole said. Ammirati did not defend the account.

T-Fal TV ads traditionally have been well received, particularly in Britain. Past spots depicted comical but brainy T-Fal scientists with elongated foreheads demonstrating the technical superiority of the product. So effective was the work that T-Fal became a popular epithet for anyone with receding hair. –Teresa Andreoli and Jim Edwards

Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED

SCROLL National