Avery Consolidates At Saatchi

Avery Dennison Office Products North America consolidated its U.S. consumer product advertising with roster shop Saatchi & Saatchi here last week, moving its estimated $3-4 million core office products business from Asher & Partners, Los Angeles.
“Saatchi has demonstrated a clear understanding of our business and has the creative firepower to get our brand the recognition it deserves,” said David Freeman, Avery’s vice president of marketing.
Saatchi began working for the Diamond Bar, Calif.-based client last summer, after winning a $10-12 million consumer ad account for Avery’s “Personal Creations” line of greeting cards for personal ink jet printers, after a review. Asher, Avery’s former lead agency, was not invited to that review because the client wanted to keep the assignments separate.
“We are thrilled about the consolidation,” said Julie Bauer, general manager of Saatchi, San Francisco. The shop will launch a national campaign by this fall, she said.
According to Asher executives, the Avery business did not prove profitable for the shop. “The business for us dried up, and the billings went down,” said Joel Hochberg, Asher’s president and chief executive officer.
–with Teresa Buyikian