WestWayne Lights Up

WestWayne executives were lighting up victory cigars last week, having smoked the competition for the Hav-A-Tampa advertising account.
There was no incumbent for the Tampa, Fla., cigar maker’s business, which will be serviced from WestWayne’s Tampa office. Ad spending will reportedly top $750,000.
Agency chief operating officer Michael Edmeades pointed to his shop’s previous dealings with client marketing director Bo Young as a plus in WestWayne’s pitch.
“We had a relationship with [Young] at Checkers,” said Edmeades, who also noted WestWayne’s category experience with Salem cigarettes working in the agency’s favor. He referred to the review as “more of credentials process than anything else.”
“Cigars are a lifestyle statement, more of an upscale and somewhat older target audience,” Edmeades said. “It is a very cool product.”
He added the client had “been fairly closemouthed about what the product line will be,” but Hav-A-Tampa representatives have indicated that a new premium series is on tap. The intention is to garner more respect from cigar afficionados.
All Young would say was to confirm the agency’s first work will be a new product intro. Client officials have previously said the firm is looking to leverage its well-known name in the booming cigar market.
Young said the agency would also be working on some of the company’s current brands. WestWayne’s work will not interfere with Hav-A-Tampa’s premium division, which is handled by New York’s Artustry Partnership.
Other agencies said to have been invited to pitch were the Lipphardt Group of Tampa and an unnamed New York shop.