Chereskin Surfaces With Casio

By Hank Kim

NEW YORK–Alvin Chereskin, who ‘retired’ in 1994, won the advertising account of Casio Inc. last week under the auspices of a marketing and advertising consultancy called Fresh Carats.

Chereskin, the former AC&R Advertising chief executive best known for his creative work for Estee Lauder, came out of retirement to partner with cosmetics professional Joan Evans and create the New York-based Fresh Carats.

The outfit works for such clients as Annick Goutal fragrances, Elizabeth Arden and Hearst.

‘I came out of retirement (in late 1995) because I missed solving problems (Casio) is looking for fresh ideas,’ said Chereskin.

Fresh Carats will handle creative as well as media planning and buying for the Dover, N.J.-based company.

According to Chereskin, Casio’s relationship with Fresh Carats began in 1996 with project work that solidified the bond long before the review.

‘We needed someone to pay close attention to our needs and provide us with out-of-the-box creative,’ said Patricia Carrasco, Casio’s director of advertising and marketing services.

Casio recently parted company with Merkley Newman Harty, New York, triggering the review (Adweek, April 7). According to Competitive Media Reporting, the client spent $5 million on advertising between January and November 1996.

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