Campbell-Ewald Targets Women

Two years after installing new management to jump-start its 45-year-old Southern California operation, Campbell-Ewald is attempting to branch out with an ancillary consulting business aimed at helping marketers reach women.

Using a direct mail effort and an emotionally stirring multimedia presentation, the agency’s Santa Monica office is pitching the services of its Women 2 Women Communications Group. The consulting initiative was established three years ago at the shop’s Warren, Mich., headquarters by evp and executive creative director Debbie Kar nowsky, who was installed two years ago as head of the West Coast office.

“There have been barely any reviews on the West Coast,” said Karnowsky, a 12-year veteran of Campbell-Ewald. “We have a tre mendous amount of consumer-trend and industry data, it would be foolish for us not to leverage our experience in this area.”

She noted that the agency has sent packages pitching the service to 170 “major marketers” in the West, along with an invitation to visit the shop and attend a 30-minute presentation given by Karnowsky and svp Elizabeth Mason.

“Women make up 52 percent of the population and are responsible for 85 percent of the purchase decisions,” said Mason. “Many companies try to market to women, but are they doing it right? Are there ways they can improve in this area? That’s what we want to help them look at.”

The W2W pitch promises clients “insights into what makes women process information—and shop and buy—differently than men.” Services include a “materials audit” to evaluate marketing messages companies are already using, as well as pointers on developing future stra tegies. According to Karnowsky, research is based on the services of an anthropologist and an ongoing study that tracks the specific buying habits of a cross-section of women.

Karnowsky said her focus since moving from Detroit has been on reeling in new business. She said the shop has begun to pitch the consulting enterprise more aggressively of late because W2W has already emerged as a solid point of difference.

For example, she noted that the focus on reaching women helped the West Coast office land creative ad duties for retail chain Pier 1 Imports and vacuum-cleaner maker Bissell.