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Following a three-month review of five agencies, the Fort Worth Zoo has named Publicis Dallas agency of record for its nearly $1 million advertising account.
Publicis employees said the zoo’s inhabitants were not the only warm and fuzzy species they encountered in the process of winning the account.
“People just came out of the woodwork wanting to work on this account. It seemed to hit an emotional hot button with them,” said Publicis senior principal and group account director David Edwards. He noted that even focus group participants declined their honoraria for the sake of the zoo, the first time Edwards has encountered such a response to a client.
New creative work, which will break in early spring, will combine humor with an educational approach in out-of-home, print and television messages.
“We’re going to really drive the image of the zoo up and create a brand for them,” said Edwards. The client previously focused its advertising on promotional events.
The zoo’s former agency, Regian & Wilson/Grey Advertising in Fort Worth, resigned the account last year. –J. Dee Hil