Seeing Stars, Popping Off

Fountainhead Attracts Planet Hollywood, Topps
ATLANTA–Fountainhead Advertising last week revealed it has struck creative-only deals with Planet Hollywood International and The Topps Co., assignments with combined billings of approximately $5 million.
In each case, the Atlanta agency was able to leverage previous category experience.
Fountainhead’s pitch to Planet Hollywood was bolstered by its three-year term as creative agency for the theme restaurant’s primary competitor, the Hard Rock Cafe. “We did [work] from strategic planning to posters, special events–a little bit of everything,” said agency creative director Bob Costanza.
When that relationship waned, the shop successfully approached Planet Hollywood. As part of its duties, Fountainhead has created an advertising and marketing guide for all of the eatery’s locations.
“It’s aimed at [those] who manage their restaurants, who know the business, but may not know much about marketing,” Costanza said. “It talks about everything from direct response to placing media.” The guide also contains ads that can be used for print and outdoor efforts.
A former relationship that Costanza had with Topps enabled Fountainhead to compete against two undisclosed New York shops for the assignment. He was involved on the business when he was at Grey Advertising in New York. At that time, he worked on Topps’ sports cards division and its confectionary business.
According to Costanza, the agency was approached earlier this year by Topps and asked to submit a proposal.
Costanza will now work on three national TV spots for Topps’ Push Pop, Ring Pop and new Bazooka Pop. The latter is a candy shell with a Bazooka bubblegum center.