Avery Dennison Browses Shops for Greeting Cards

By Teresa Buyikian

LOS ANGELES–Avery Dennison Office Products of North America is in the final stages of a search for an agency to handle consumer advertising for its new line of greeting cards for ink jet printers in the home.

The account budget is estimated at $10-12 million.

The finalists are Saatchi & Saatchi and Citron Haligman Bedecarre, both in San Francisco, and Dailey & Associates in Los Angeles, according to sources.

Presentations are scheduled for this week, with a decision expected by the end of the week, said Avery marketing communications manager John Clendening.

The Diamond Bar, Calif., client wants a shop with specific expertise in advertising to women, Clendening said. The product launch marks the company’s introduction into the home market. ‘Avery continues to push to be a consumer-focused brand,’ he said.

Asher/Gould Advertising in Los Angeles, which handles Avery’s core office products business, was not invited to participate in the review. ‘We thought it was beneficial to keep the assignments separate,’ Clendening said.

‘We are very pleased with Asher/Gould’s work for us.’ he said. The agency will continue to handle the estimated $3-4 million office products account for Avery.

Agency officials declined to comment on the review process.

The client plans to launch the new product by this summer, Clendening said. Both print and TV advertising is expected to break during the fourth quarter.

Asher/Gould was awarded the core office products business last year after a review. Mike Agate of Select Resources International conducted that review.–with Joan Voight and Angela Dawson

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