Huey/Paprocki Adds New Accounts, Assignments

Huey/Paprocki has acquired some $3 million in billings from new clients and piecework in the last five months.

Since December, the Atlanta creative boutique has added Homebanc Mortgage, Northside Hospital and Discus Athletic Apparel to its roster.

The agency’s latest assignments involve a consumer advertising project for the DIY Network in Knoxville, Tenn., and print work from Time Inc. in New York.

The DIY Network selected H/P over two undisclosed contenders in a review. DIY is a division of E.W. Scripps, which also owns HGTV and the Fine Living Network. The client had supported advertising aimed at cable operators, but was looking for a creative shop to target consumers.

H/P’s first ads will break in arts and crafts, woodworking and home improvement magazines next month.

“As more vertical books come up, we’ll target separate ads to them,” said partner and creative director Joe Paprocki. “We’ll cut the cloth on a unified brand.”

For Time Inc., the shop created ads for Field & Stream and Outdoor Life magazines. The effort is directed at media planners.

“The client needed to let the media planners know that the magazines have two distinct audiences, despite appearances,” Paprocki said. “One is about the emotional experience of being outdoors, the other is tactical.”

One ad, running this week in Adweek, Mediaweek and Brand-week, features a photograph of ascending mallards flanked by smaller cover shots of the magazines. Separate text reflects the periodicals’ distinct styles.

Copywriter Cathy Carlisi’s de-scription for F&S: “They rose, wet and heavy, their wings gulp the air … I fire too late.” Copy on the right for OL: “#7 Tungsten, shot at 30 yards, misjudged the wind.”