Pedone Lands Corning

Pedone & Partners is preparing a multimedia campaign for new client Corning Consumer Products. The company shifted about $10 million in cookware business to the shop last week, including duties for its CorningWare, Pyrex, Corelle Tabletop and Corning Visions brands.
Pedone in New York assumed both media and creative duties from D’Arcy Masius Benton & Bowles, also New York, after the client and DMB&B ended a 15-year relationship. Also vying for the business were Gray Kirk/VanSant in Baltimore and Laughlin Constable in Milwaukee, sources said.
The main focus of the review was CorningWare, a 40-year-old brand the shop hopes to “revitalize” in a January campaign. The effort will include traditional advertising as well as direct response, collateral, database marketing and Web site development and design, all via subsidiary PedonePlus, said agency president and CEO Michael Pedone.
The agency wooed Corning with strong strategic thinking and “out-of-the-box creative,” said Clark Kinlin, senior vice president of sales and marketing for the Corning, N.Y.-based client. The company is owned by Borden in Columbus, Ohio.
DMB&B’s past work for Corning included print ads with artistic product shots. The tagline: “The one dish that does it all.”
The win, which puts Pedone over the $100 million mark in billings, was the first pitch led by creative director Tom Cook, who joined this summer. The agency also picked up The Taubman Co.’s MacArthur Center mall in Norfolk, Va., and Cigar Oasis Electronic Humidifier from United Design, worth a combined $3 million, sources said.