Siquis’ Mission Is To Recapture Head’s Heyday

WASHINGTON, D.C.-In its first out-of-house push, Head USA’s winter sports division has awarded its advertising and promotional business to Siquis Ltd., an ad agency in Baltimore.
The annual budget for the new business has not been determined.
The Columbia, Md.-based client held an account review based on capabilities presentations. After narrowing the field to three undisclosed shops, Head chose Siquis.
Carl Helmetag, chief executive officer of Head, said that he chose the agency because of [its] “clear strategic direction and direct experience in building sports brands.”
Additionally, marketing and sales officials with Head were favorably impressed with Siquis’ work for one of its current clients, Discus Athletic.
“We are very pleased to be chosen to revitalize a great U.S. brand, using traditional and nontraditional vehicles,” said Peter Buckley, senior vice president and director of business development at Siquis.
Buckley said the shop would consider all marketing avenues from new media to kiosks to deliver the client’s message.
Siquis will be responsible for all integrated marketing communications and media relations in launching the client’s 1998 skis, boots and bindings to both the trade and consumer press.
Buckley said the agency is ready to have fun with the advertising campaign for Head. Ads will target sporting goods buyers as well as consumers, he said.
“We want to take a great U.S. brand name from the ’60s and ’70s and make it more relevant to younger skiers,” said Buckley.
Advertising will begin in the first quarter of 1998.
A few weeks ago, Siquis won a long-term marketing project from Goldwell Cosmetics, also located in Baltimore. If the communications assignment is successful, Goldwell officials said that Siquis will become its agency of record.