Fall Branding Ads Will Use Ingalls’ Tagline, ‘It’s Why You Listen’
BOSTON–Pagano Schenck & Kay here has been tapped for a fall branding campaign by audio systems retailer Cambridge SoundWorks.
The move comes as a surprise in light of the client’s selection of Ingalls in Boston for a national branding assignment just three months ago [Adweek, May 3]. Ingalls was expected to create campaigns for the Newton, Mass.-based client, which spent $5.6 million on ads last year, according to Competitive Media Reporting.
Ingalls will no longer work on the account, its “branding project” having reached its conclusion, client officials said. The Ingalls-crafted positioning line, “Cambridge SoundWorks: It’s why you listen,” will be used in upcoming ads from Pagano.
“We could not be happier with the Ingalls team and what they delivered,” said Rob Mainiero, vice president and general manager of Cambridge SoundWorks.
The client had been evaluating both Ingalls and Pagano for a larger role while Ingalls worked on its project, but Pagano was ultimately deemed a better fit. “It was a very close call,” said Guy Daniels, vice president of marketing communications at Cambridge SoundWorks.
Ingalls’ impending buyout by crosstown shop Holland Mark Martin Edmund was not a factor in Cambridge SoundWorks’ decision, Mainiero said.
Holland Mark chairman Bill Davis said he had never met with client officials. Ingalls chairman Bink Garrison did not return calls by press time.
Pagano will work on radio ads and possibly TV executions. Print work will continue to be handled in-house for the most part, but Pagano may contribute ideas to newspaper campaigns. Pagano’s ads will begin to roll out in the early fall. Supporting the chain’s 26 retail stores in New England and California during the busy holiday season is paramount, Mainiero said.
Pagano president Beau Fraser said he will guide business strategy on the account while creative director Woody Kay takes the lead on the creative side.
Pagano will not work with Mullen in Wenham, Mass., which was hired two weeks ago to create ads for Cambridge SoundWorks’ revamped e-commerce Web site, hifi.com. Billings for that assignment are estimated at $7-10 million. The review for hifi.com also included Ingalls.
A unit of Creative Technology in Singapore, Cambridge SoundWorks makes home theater, audio and multimedia speakers and accessories.
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