OWN&P Scales Moonstone’s $1-2 Mil. Rock

Odiorne Wilde Narraway & Partners has been awarded the estimated $1-2 million account of Moonstone Mountain Equipment Co. The agency will launch a print campaign for the Arcata, Calif., client in consumer and trade magazines this summer.
The win followed a short review of several undisclosed California-based agencies. The agency got an opportunity to pitch the business by cold-calling Moonstone executives, said agency president Wayne Buder.
“We were interested in doing work in this category, so we sent off a letter to [Moonstone president] Ed Schmults and said, ‘Here’s what we can do for you,'” said Buder.
Schmults and Mike Waite, Moonstone’s director of marketing, decided to pursue a review to “weigh their advertising options,” Buder said. They talked to “a few other agencies,” he said, before deciding on OWN&P.
Avid climbers, backpackers and hikers make up the majority of Moonstone’s clientele, said Buder, adding that Moonstone competes with other outdoor apparel manufacturers such as The North Face, San Francisco, which have a more mainstream marketing approach.
“Moonstone will target younger people and women more than in the past,” said Buder. “The face of mountain climbing is changing.” Moonstone wants to reach consumers who are not necessarily “hard-core” mountain climbers, he added.
Moonstone is a subsidiary of San Francisco-based Esprit de Corp. The apparel company acquired the mountain equipment manufacturer and distributor last November.