Fetco Frames Wallwork Curry

Boston Agency Picks Up Creative, Media
BOSTON–Wallwork Curry Sandler has been hired as the first agency for Fetco International, a supplier of photo frames and accessories to retailers nationwide.
The agency here was hired following a review of undisclosed shops. Its mission is to create an integrated branding program for the Randolph, Mass., client, according to Jack Wallwork, co-chairman of Wallwork Curry.
The assignment includes print campaigns, direct marketing and collateral that will target both the consumer and business segments. The agency will also handle media planning and buying responsibilities. The budget is in the low seven figures. “This is a chance to work with an established company being re-branded,” Wallwork said. “We’re giving [Fetco] a fashion-forward look. Frames have taken off as home-fashion accessories.” The client provides frames and accessories for Pottery Barn and other major chains.
Wallwork Curry has been on a new-business roll of late, recently adding work from Learningbrands, Liberty Funds Distributor and New York Life Benefit Services. Rick Sandler, who had been president and a partner of the 30-person agency for two years, departed last month to form The Insight Group, a research firm in Boston [Adweek, Feb. 28]. K