Concept Farm Prevails in Albert Co. Review

NEW YORK The Albert Co. has awarded creative duties on its ad account to The Concept Farm following a 10-month review, according to Barbara Gans Russo, president of the client’s New York operations.

The Concept Farm defeated fellow New York-based finalists DiNoto and Christy MacDougal Mitchell Bodden and Baltimore shop Trahan, Burden & Charles. Interpublic Group’s Tierney Communications, which made the final cut, withdrew in August following the June departure of creative director Tony DeGregorio.

“We chose our finalists before Tony started working with The Concept Farm,” said Russo, who worked with DeGregorio at Publicis. “It was just amazing … Of course I have a great relationship with him and he became an added plus to a team we were already quite fond of.”

DeGregorio, who worked with Concept Farm directors Gregg Wasiak and John Gellos at Lintas, joined Concept Farm in the pitch in November. In addition to creative input, DeGregorio lent the team his knowledge of the practices and politics of the upper echelon at large agencies, said Concept Farm director Griffin Stenger.

Based in Carmel, Calif., The Albert Co. negotiates with talent agents and music publishers on behalf of ad agencies to arrange celebrity appearances or secure song rights for campaigns. Deals the company has brokered include getting the Rolling Stones song “Start Me Up” for Ford Motor Company and the Beatles’ “All Together Now” for Verizon Communications.

“Their position in the industry is so unique,” said Stenger. “The entire convergence of Madison and Vine is happening in their wheelhouse.”

Stenger said Concept Farm would help The Albert Co. pursue a wide range of agency decision makers, from holding company heads like WPP Group CEO Sir Martin Sorrell to junior creative staff looking for ways to make an endorsement campaign happen.

“We won’t just be doing advertising, we’re going to be doing promotional kinds of things that go beyond traditional advertising,” said Russo. Both Russo and Stenger declined to elaborate on their plans.

Media spending is undisclosed. This is the first time in The Albert Co.’s 27-year history that it has enlisted the help of an advertising agency.