The International Wool Secretariat has drawn up a long list of
potential advertising agencies as part of a review of its pounds 22
million global advertising account, currently held by Abbott Mead
Vickers BBDO and the rest of the BBDO network.
The client, which promotes wool use, is thought to be visiting six to
eight agencies, selected after a trip to the Advertising Agency
Register, as part of an ’in depth’ statutory review.
All the agencies under consideration are part of a global network or
have strong international alignments. M&C Saatchi, DMB&B, Young &
Rubicam, TBWA Simons Palmer, J. Walter Thompson and BMP DDB are
understood to be included on the long list.
Last month, Woolmark appointed Nicola Peers as its new group manager for
international marketing. In her previous job as marketing director at
Sopexa, she was responsible for the appointment of Y&R to the account,
but she left the French food and wine body when the marketing budget was
cut. Woolmark’s pounds 22 million advertising spend includes design,
clothes labelling, point-of-sale and promotional material.
Abbott Mead Vickers BBDO has held the account for more than three years.
Woolmark’s advertising has recently been overhauled, changing in style
from a glamorous global television campaign to a more traditional press
push promoting a broader range of wool brands (Campaign, 15 August).
The endline has changed from ’you can trust the wool that wears the
Woolmark’ to ’take comfort in wool’.
Woolmark made its television debut more than two years ago, starting a
series of international swashbuckling scenarios shot in the US, Bermuda,
France and Spain.
The campaign was designed to highlight the textile’s durability and
associate it with youthfulness and informality. However, recently the
IWS has been trying to shift its image upmarket.
This article was first published on Campaign