Ghirardelli Sweetens FCBs Roster
Strong chemistry, consumer insights and innovative creative thinking tipped the scale toward FCB West in a recent review for the Ghirardelli Chocolate Companys integrated advertising account. The win comes as FCB, formerly Draftfcb, has rebranded and merged its West Coast operations.
Ghirardelli is the latest marketer to select FCB West, which recently added Levi Strauss & Co. and Trulia to its roster. Executives at the San Leandro, Ca.-based company said they were impressed by the agencys experience in the consumer-products category for clients including Del Monte and Kikkoman. After a review that began with more than a dozen agencies, it became abundantly clear that FCB had a keen understanding of where we are in our brand evolution and where we want to go, said Vicki Isip, Ghirardellis vice president of marketing. The agencys strong track record in strategic marketing communications, coupled with its storytelling skills and a team with vast experience, solidified our selection.
FCBs San Francisco office which has joined forces with the Los Angeles operation to become FCB West bested three other shops in the finals for the Ghirardelli account. Lowe Campbell Ewald has handled the business since 2006. Isip said the split with the agency was extremely amicable and credited the agency for helping significantly grow the brand. It was time to think differently about our positioning and we were interested in working with a Bay Area shop, Isip said of the switch. Lowe Campbell Ewald is based in Los Angeles.
A new campaign for Ghirardelli will roll out in 2015.
Ghirardelli has an amazing heritage and the richest products, said Dominic Whittles, CEO of FCB West. Eric Springer, chief creative officer of FCB West, said the agency is honored to be the new stewards of the brand, which has a legacy of understanding and embracing the power of advertising and promotion.
Joining Whittles and Springer as leaders of FCB West are Chief Strategy Officer Matthew Willcox and Chief Operating Officer Vicki McRae. Willcox remains head of the global networks Institute of Decision Making, which seeks to understand how to activate instinctual triggers to influence consumer decisions in their clients favor.
The combination will prove a tour de force out West as we bring great minds and talent together and make the amazing brands in our portfolio and those to come category disruptors, said Springer. The stage is now set. Stay tuned for our next act.About Ghirardelli Chocolate Company
The Ghirardelli Chocolate Company is a manufacturer and marketer of premium chocolate products. Incorporated in 1852, Ghirardelli has the richest heritage of any American chocolate company. Ghirardelli continues to honor its heritage to this day. Ghirardelli is one of the few companies in America that controls the entire chocolate manufacturing process, from cocoa bean to finished product. This control over the manufacturing process, combined with Ghirardellis proprietary bean blend and unique methods of roasting and processing, ensures that you are rewarded with the highest quality and richest products. For more information, visit www.ghirardelli.com.
With more than 140 years of communications expertise, FCBs worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). For more information, visit www.fcb.com. Follow us on Twitter and Instagram @FCBglobal) and Facebook (FCB Global).