Marketing And Gets Hitched To Newly Formed 1-800-Wedding

Marketing And has picked up ad duties for 1-800-Wedding, a new wedding planning company.
The Culver City, Calif.-based agency won the estimated $1 million account after a two-month, closed review that also included Frankel & Co. in Orange, Calif.; Bates USA West and TH&M Advertising, both in Irvine, Calif.; and Rosen/Brown in Portland, Ore. The shops made speculative creative presentations to the client last month.
“We had an understanding of what was best [for 1-800-Wedding] to achieve their goals,” said Marketing And executive vice president John Thompson.
The client’s services are similar to 1-800-Dentist. Callers use the toll-free number to obtain information on various local vendors associated with weddings–from musicians to caterers. Vendors pay to be listed with the service.
Advertising could be launched as soon as this month in the client’s Southern California test markets, according to Thompson. The multimedia campaign will include trade and consumer print work, plus broadcast, outdoor and online executions, Thompson said.
The target audience for the consumer ads includes first-time brides between the ages of 18 and 34, as well as their mothers, who tend to assist in the wedding planning, according to Thompson. Trade ads will be aimed at the wedding vendors.
The company intends to expand its services nationwide next year.