Gorton’s Seafood Heads to OneSeven

BOSTON Gorton Corp. has engaged Interpublic Group’s OneSeven as its lead creative resource following a review.

IPG’s Lowe in New York previously handled the assignment.

“We see enormous opportunity for the brand to expand its leadership position given [the] growing seafood consumption in this country,” said Anne Adriance, CEO of OneSeven, which is also based in New York.

The client in Gloucester, Mass., spent $7 million on ads last year, per Nielsen Monitor-Plus. IPG’s Initiative handles media planning and buying on the account.

Consultancy Pile and Co. here oversaw the review process, in which Lowe did not participate. Other contenders could not be determined.

OneSeven, launched last year by executives who left Publicis Groupe’s Saatchi & Saatchi, also works for ConAgra Foods, Dun & Bradstreet and Unicef, among others.

Gorton (also known as Gorton’s of Gloucester) was established in 1849 and its offerings include a wide range of fish sticks, tenders and fillets.

The company’s bearded fisherman wearing a yellow rain slicker and hat has become an iconic marketing symbol, and ads through the years have frequently urged consumers to “Trust the Gorton’s fisherman.”

Adriance said OneSeven would strive to make that theme more relevant to today’s consumers.