Toth Gets Sappi Paper Business

Toth Brand Imaging has been awarded advertising and design chores for Sappi Fine Paper North America.

Earlier this year, the Sappi account was awarded to Arnold unit Cipriani Kremer Design after a review in which Toth was a runner-up. Cipriani Kremer has since been designated for closure by year’s end. Before selecting the Boston shop, the client handled advertising through Siegelgale, New York.

Now, Concord, Mass.-based Toth will create print advertising, design and collateral executions for the client under the direction of Cip-riani Kremer CEO and executive creative director Bob Cipriani, who will serve as a consultant to Toth. Also continuing to work on Sappi are account manager Kim Eveland and copywriter Steve Romano, both of whom have served Cipriani.

The assignment is worth $8-10 million, and it gives Toth the opportunity to expand its offerings to a new category.

“Premium paper is consistent with the fashion industry—we’re taking creative ideas and articulating them on paper,” said Dick Emerson, Toth’s chief operating officer.

Sappi Fine Paper, based in South Africa, with domestic headquarters in Boston, manufactures high-quality, wood-free coated paper for business applications. Toth ads will target publishers, ad agencies, design shops, printers and similar businesses. “We have an understanding of the audience because we are the audience,” Emerson said.

Work is scheduled to appear in early 2002.

The agency is well known for its fashion and lifestyle advertising for clients such as Keds, Wrangler, Union bay and Riders Apparel, a division of VF Jeanswear.

Arnold said in July that Cipriani Kremer would close its doors. No single factor was cited, but sources said widening rifts between Cipriani client FleetBoston Financial and Arnold clients Fidelity Investments and Citizens Bank sealed the unit’s fate. FleetBoston has since moved its design work to lead agency Hill, Holliday, Connors, Cosmopulos, Boston.