N.Y. Furniture Retailer Is Republik's First Client

Republik has acquired its first account without a review. The newly established Chapel Hill, N.C., shop has signed furniture retailer Palazzetti as a client.

Weiss Stagliano Partners in New York was the incumbent.

“We had a long-standing relationship with Sergio Palazzetti,” said Republik president and CEO Robert Shaw West. “I talked to him on a whim, but he was willing to look at our proposal and made his decision quickly.”

A branding effort for the New York-based client, which spends $1.4 million annually in shelter magazines such as Metropolis and Metropolitan Home and newspapers including The New York Times, is under way. Republik will plan media. Buys will be made by a New York agency, as yet undecided.

“Agencies need to put themselves in our shoes and understand what we need to project,” said Palazzetti. “Robert has an appreciation for who we are and what we do.”

Creative will consist of print inmagazines, at point of purchase and in-store collateral.

The campaign, focusing on Palazzetti’s influence on the New York furniture market, will celebrate the retailer’s 20th anniversary.

“If you’re buying a $5,000 couch, you want to buy it from someone who can predict which ones are going to be in the Museum ofModern Art,” West said.

Republik was formed Sept. 1, when West left West & Vaughan, Durham, N.C.,following its merger with Richard French and Associates, Raleigh, N.C.

West founded the employee-owned Republik with former W&V creatives Brian Murray and Scott Pridgeon. Another W&V alumni, copywriter Francis George, heads the New York office. Management consultant Troy Livingston has joined the group from Nortel, and Dave Smith, former creative director at J. Walter Thompson, has opened a Republik office in Prague, Czechoslovakia.