Dolabany Takes Over WellsPark

Dolabany Communications Group in Newton, Mass., will handle ad duties for WellsPark Group now that the Boston office of North Castle Partners has closed.
Two employees of North Castle, both of whom worked on the account, will join Dolabany. Jane Englert will serve as management supervisor and Maureen Brennan will be media supervisor, according to representatives at Aigner Associates, the Belmont, Mass., firm that handles public relations for WellsPark.
Dana Dolabany, who has freelanced for WellsPark, will head the account. Dolabany was creative director at Cuneo Sullivan Dolabany in Boston, which a year ago filed for protection from creditors under Chapter 11 of the U.S. bankruptcy code.
Dolabany resurfaced in October as a freelancer and now counts Simon & Schuster, KPMG Peat Marwick and Community Newspaper Co. among his clients.
Dolabany’s most recent work for WellsPark was the creation of a “Mall Madness” television campaign that ran during the NCAA’s Final Four basketball tournament in March. Neither Dolabany nor the client could be reached for comment.
Stamford, Conn.-based North Castle won the WellsPark account in November 1996 following a review that included Lotas Minard Patton McIver in New York and Cuneo Sullivan. The client was serviced by North Castle’s Boston outpost, which was shuttered in a cost-saving move on April 30.
The agency’s most recent work for WellsPark was a TV spot that ran last summer to promote the Worcester Common Fashion Outlet in Worcester, Mass. In the ad, a sailor in dress whites uses the international flag language of semaphore to spell out the names of various mall retailers.
At one time, billings on the account were estimated at $5-7 million, but according to Competitive Media Reporting, WellsPark spent little more than $500,000 on ads in 1997.
Based in Newton, Mass., WellsPark is New England’s largest mall management and leasing company, controlling 30 malls across the country. Some of its New England properties include Cambridge-Side Galleria in Cambridge, Mass.; Northshore Mall in Peabody, Mass.; Crystal Mall in Waterford, Conn.; Mall of New Hampshire in Manchester; Pheasant Lane Mall in Nashua, N.H.; Maine Mall in South Portland; and Turnpike Mall in Augusta, Maine.