Ogilvy a Natural for Web Client

Mothernature.com, an online seller of natural health remedies, has tapped Ogilvy & Mather to handle creative duties on its $8 million ad account just weeks after it launched an image campaign from promotions and marketing shop Cyrk.
New York-based Ogilvy’s first work for Mothernature.com–also a brand image effort–is slated to break next month, the client said.
Sharon Rice, marketing director at the client in Acton, Mass., tapped Cyrk after she came aboard in
September, when Mothernature.com was mapping out a below-the-line strategy. But the client soon changed course, and asked Cyrk for the image effort which broke in early March.
Although Rice is not dissatisfied with Cyrk’s work, “as I did more research, I recognized the importance of brand advertising,” she explained. Her conclusion was that a bigger shop was better suited to handle the new approach. “Ogilvy has one of the best reputations for brand building,” she said.
Rice also has a previous connection with Ogilvy–she worked there about five years ago as an account manager.
Cyrk’s new effort, the retailer’s first push outside of its in-house cyberspace efforts, includes print, radio and transit ads which invite consumers to “Go ask mother mothernature.com.” The tagline is, “Your healthy living headquarters.”
Print ads will appear in People, Good Housekeeping and Marie Claire as well as The New York Times.
“It’s another fabulous branding opportunity in the e-commerce world for us,” Bill Gray, co-president of Ogilvy in New York, said of his windfall.
Losing the business has a silver lining for Cyrk: “It’s given us the experience of creating a branding campaign,” said a representative.
Media duties remain at Faber Media, New York. –with Hank Kim