Holidays a Time of Plenty for Wiley & Associates

HealthTex, Orly’s New Year’s Resolutions Rest With Calif. Agency
LOS ANGELES–The gift-giving season was kind to Wiley & Associates, which has entered 1999 with two new accounts, HealthTex children’s wear and Orly nail care products, worth a combined $7 million in billings.
The Westlake Village, Calif., agency, which specializes in marketing to women, picked up the estimated $5 million HealthTex business in a review of five agencies. They included incumbent The Martin Agency, Richmond, Va., and Trone Advertising, based in the client’s hometown of Greensboro, N.C. Wiley will handle creative and media duties for the infant and children’s clothes maker.
It was Wiley’s strategic ideas, which offered “a real departure from traditional communications,” that won HealthTex over, said John Martin, its vice president of marketing.
“Their presentation was solid, both in terms of strategy and in having the thinking processes for bringing [that strategy] to bear,” Martin said.
Wiley’s task is to bring the division of VF Corp. back into the ad arena after a few dormant years. “They haven’t advertised in a while, so it’s a good opportunity for us,” said agency president Caryn Wiley. “Moms are always changing, and now we have a new mom to look at–the HealthTex mom.”
The media plan is being worked out, but Martin said Wiley’s ideas can work across a full range of media, including TV, print and outdoor. Ads are due to break in July.
Separately, Wiley won the creative portion of Orly’s estimated $2 million account following a review of California shops.
“We really need to establish a personality,” said Rosie Chia, director of marketing at the Chatsworth, Calif., client. “Wiley … took the category, nail polish, in which there are about 50 players, and brought in a little bit of humor and gave it a unique slant.”
Wiley said her shop focused on account planning and research to find out “who the Orly women are, and how we could talk to [them] differently.”
Media duties will continue to be handled by Western International Media in Los Angeles. Creative had previously been developed in-house. Print ads are expected to break in April issues of beauty magazines.