North Castle Sees Growth in Teens

Article Abstract:

North Castle Partners recently won the $4 million Cheez Mania account from Nabisco and is repositioning itself to focus heavily on the teen market. The Stamford, CT aency will take on media chores and the repositioning of Cheez Balls and Curls in an effort to take on Frito-Lay's market-leading Cheetos brand. Agency executives say they are 'going back to basics' and emphasizing core competencies, reaching out to the youth market while not limiting new business prospects to those targeting teenagers. Executive VP and partner Grant MacDonald led the pitch that won North Castle the account, while copywriter Steve Mark and art director Steve Garbett, a team with a proven track record in youth-oriented TV spots, will handle creative tasks together.

Strategy & planning, Demographics, Positioning, Agency Planning/Goals, Planning, Contracts, RJR Nabisco Inc., RJR, North Castle Partners Inc.

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AND BONUS FOR ALL

Article Abstract:

The good times were rolling last week at the Blue Cat in Boston, where every Gearon Hoffman employee received a beer and a bonus--the agency's quarterly bonus. "It's just a way of getting everyone to realize that we are not creative against account management or media against production. We're all for one and one for all," said Bob Hoffman, president of the Boston shop. "it's a good way to build team attitude."

Public affairs, Agency Personnel, Human resource management, Gearon Hoffman Inc.

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