Chocolatier Engages Campbell-Ewald

LOS ANGELES Interpublic Group’s Campbell-Ewald here won creative chores on Ghirardelli chocolates following a review due at least in part to its “woman-to-woman specialty communications” acumen, said Debbie Karnowsky, the agency’s executive vice president and executive creative director.

“We absorb information differently, meaning that you can use less linear and more symbolic communications,” said Karnowsky, noting that women “are the primary consumers of premium chocolate.”

San Leandro, Calif.-based Ghirardelli spent $10 million advertising in 2005, per TNS Media Intelligence.

Karnowsky would not disclose the strategy or discuss upcoming creative for the chocolatier, though she said that in addition to overall brand duties, the company had “a variety of products with individual brand managers.” For example, the first work will likely be in the fall to launch Ghirardelli’s Intense Dark chocolate bars.

“We’re partnering with them during a tremendous growth pattern,” she said. “We want to make them the premium chocolate in America.”

There was no creative incumbent; other contenders were not disclosed. The brand used roster shops after Suissa Miller resigned the business due to a conflict during its merger with IPG’s Dailey & Associates, which handles some Nestle brands [Adweek Online, Feb. 2, 2004].