Pyro Hits The Slopes For Spyder

Pyro here topped a field of at least seven other undisclosed shops to land the advertising account of Spyder Active Sports, a ski apparel company in Boulder, Colo.
Pyro principal Todd Tilford said his shop leveraged past category work for Volant Skis as well as a relationship with John Walbrecht, Spyder’s vice president of global sales and marketing. Walbrecht was previously global marketing director for Pyro client Air Wair Ltd., maker of Dr. Martens footwear.
Spyder’s account was previously handled by TDA Advertising in Longmont, Colo.
Client director of marketing Kathy Carroll declined to disclose other contenders but said the list included boutiques as well as full-service agencies. She said the review was prompted by the company’s desire to find an agency with broader marketing capabilities. Pyro has an affiliation with The Richards Group. That Dallas agency tallied 1997 billings of $365 million.
Spyder’s ad spending was undisclosed but is not expected to exceed $1 million in the first year.
Tilford said his shop is developing print advertising that will appear in periodicals including Warren Mil-ler’s SnoWorld, Skiing, Mountain Sports and Living and Freeze.
Pyro’s work will also include creating collateral for retailers and trade show activities. Television ads are not planned, but Pyro may develop work for internal resort networks.
All of the agency’s work will promote Spyder’s continuing sponsorship of the U.S. Olympic ski team, an agreement that began in 1989 and runs through 2005.
Carroll said Spyder Active Sports has growth plans that may extend the company’s product line beyond ski apparel.