New Campaigns: Western

Client: Montgomery Asset Management, San Francisco
Agency: Katsin/Loeb, San Francisco
Creative Director/ Art Director: Carlton Taylor
Creative Director/Copywriter: Jef Loeb
Photography: Chris Wimpey
Rags to riches is the theme of Katsin/Loeb’s first work for mutual funds company Montgomery Asset Management. The print campaign is the client’s first branding effort, and ads will be featured in high-profile lifestyle magazines such as Architectural Digest, Gourmet and the New Yorker. The placement, according to creative director Jef Loeb, is designed to reach “baby boomers who are just starting to invest.” He adds, “[This] category is dominated by client-as-hero, chest-beating approaches, [while] these ads strive to establish a more intuitive bond with consumers.” -Jane Irene Kelly

Client: Shimano, Irvine, Calif.
Agency: VitroRobertson, San Diego
Creative Directors: John Vitro and John Robertson
Art Director: John Vitro
Copywriters: Brian Gold and Max Godsil
The “Corsair” reel, Shimano’s newest product, is introduced by VitroRobertson in its first work for the fishing reel manufacturer. The reel, intended for bass fishermen, features components that consumers “have come to expect from Shimano,” said agency partner John Vitro. One print ad reads, “This reel says a lot about how we do things. It just says it very, very quietly.” The spread features photographs of a fisherman in the background and a close-up of the reel. Ads run this month and next in national fishing publications. -Teresa Buyikian