Doe Lights Up and Makes a Splash

Tobacco and tourism experience has paid off for Doe-Anderson.

The Louisville, Ky., shop has been named lead agency for Swed-ish Match U.S. of Richmond, Va., and Newport Aquarium in Newport, Ky. Combined billings are $5-7 million.

Doe won the cigar business in a review against area rivals including The Buntin Group in Nashville, Tenn., Keller Crescent in Evansville, Ind., and undisclosed agencies.

“We were looking for an integrated agency that fit certain criteria,” said David Price, director of cigars and pipe tobacco for Swedish Match. “Doe-Anderson was chosen because of its proven ability to increase revenues in the tobacco category, its extensive resources and its size.”

Efforts for the June launch will involve magazine and Internet ads, collateral and public relations.

“Our first assignment is to help them focus on the cigar product category with consumers and distributors,” said agency president and chief executive officer Dave Wilkins.

Doe secured Newport Aquarium in a review against eight area agencies including Flynn Sabatino and Day in Miamisburg, Ohio, and Backley & Gingrich and Freedman Gibson & White, both in Cincinnati.

Tom Molton, client director of marketing, cited Doe’s depth in “all disciplines of marketing” and the shop’s media buying experience.

Broadcast and outdoor ads will break in early summer in markets within driving distance of Newport and Cincinnati.