New York–The newest nameplate in the Omnicom Group, Merkley Newman Harty/N. .Y., is already reeling in new business." data-categories = "" data-popup = "" data-ads = "Yes" data-company = "[]" data-outstream = "yes" data-auth = "" >

Wool group is set to pick new MNH agency By Alison Fahe

New York–The newest nameplate in the Omnicom Group, Merkley Newman Harty/N. .Y., is already reeling in new business.

Early this week, the shop is expected to be named U.S. agency-of-record for the International Wool Secretariat. A major image campaign is planned for the fall. The group has also been assigned a “strategic planning project” tied to the relaunch of Great Waters of France’s Volvic brand, the client said.
MNH is a Doremus & Co. spin-off that was started at Omnicom in April with about $40 million in billings. MNH is led by former Doremus execs Parry Merkley and Stephen Harty, who have been joined by former Chiat/Day vice chairman Jane Newman.
For the IWS, a marketing group representing the biggest wool-producing countries, MNH will handle U.S. creative as part of a global repositioning for the fabric. MNH will work with Omnicom sister agency BBDO, the IWS’ lead agency in Europe and elsewhere, to ensure a consistent strategy.
“Wool in the U.S. needs a virtual relaunch,” said David McLaren, a consultant advising the IWS.
“This will be a brand building campaign,” said Jane Newman, exec vp/director of strategic planning. “We have a real opportunity to reposition wool as much more relevant and useful.”
The IWS is said to be looking to spend $10-20 million on the new effort, comparable with the $17 million Cotton Inc., spent in 1992 via Ogilvy & Mather. In the U.S., the IWS has been using agencies on an ad hoc basis and its marketing efforts have been limited mainly to co-op advertising in which individual manufacturers promote the international wool mark in their ads.
Copyright Adweek L.P. (1993)