Marketer taps in-house; shuns outside shops



After an agency review, Aqua Vie Beverage Corp. decided it would be better off without an outside shop.

Instead, the Ketchum, Idaho-based company chose its own in-house design department after rejecting creative concepts presented by two unidentified agencies.
Aqua Vie, which is moving toward national distribution with its line of flavored spring waters, is producing a $6 million campaign with the help of outside commercial directors.
“We decided to go directly to the most talented artists in the field in order to get their personal commitments to the success of our product launch, and to avoid the politics of the agencies,” said Marie Gillespie, senior vp-design, in a company newsletter.
The company enlisted Joseph Hanwright, a partner in Kira/H Films in New York, as the creative director on the effort. Hanwright’s other clients have included Coca-Cola, Pepsi, Federal Express, Visa and Gillette. Santiago Suarez also directed a new Aqua Vie spot.
The first leg of the campaign just broke in three key markets.
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