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Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 8 - Index

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Fulgor Names Euro RSCG Chicago Agency Of Record
Fulgor, a globally recognized cooking appliance manufacturer, has tapped Euro
RSCG Chicago to handle strategic and creative duties for its North American
launch. The first campaign for this Italian-based company is expected to launch
this fall and include a new brand positioning, print, interactive and promotions.
“We’re excited to partner with Euro RSCG Chicago as we launch our new line
of products in the U.S. and Canada, said Joe Foster, president and general
manager of Fulgor USA, LLC. The agency’s expertise in the home and design
sector is unparalleled. Together we will build a brand that embodies the history
of Fulgor and embraces the modern demands of today’s marketplace.”
“We look forward to helping Fulgor craft a campaign that makes its brand
stand out in this competitive landscape. We’ve successfully worked with other
European companies in the U.S., like Italian pasta maker Barilla, and transformed
them into leading brands. Our goal is to do the same for Fulgor in the premium
home appliance segment. A combination of our strategic branding experience
and creative talent equal a perfect solution for this challenge,” said John
Minnec, executive director, Euro RSCG Chicago.
“Given the long history of high quality and high performing appliances, we have
the opportunity to launch this brand with a completely clean slate in the U.S.
and really set it on fire. I anticipate that Fulgor will soon be a buzzword amongst
professional chefs and ‘Top Chef’ wannabees alike,” said Steffan Postaer,
chairman and chief creative officer, Euro RSCG Chicago.
Element 79 Loses Gatorade
Element 79 has lost their flagship client PepsiCo brands Gatorade and Tropicana
after servicing the account for the past six years. The Gatorade account will
move to TBWA/Chiat/Day, Los Angeles, and the Tropicana account will head to
Arnell, New York. Reportedly the accounts represent more than $270 million in
combined annual billings and will likely put the Chicago agency in a tough spot.
This news comes on the heels of losing the Propel, Tostitos and Lays accounts – all
companies within PepsiCo earlier this year.
Element 79 has been recognized by “SCREEN Magazine” for their groundbreaking
work on the Gatorade account in 2004 and has widely been regarded as a top
creative shop by industry peers during its creative control over the accounts.
Burnett Snags Six Grand Prixs
Over the last few weeks, Leo Burnett has picked up a slew of Grand Prix awards
at the major shows, dominating them in the Middle East and Asia-Pacific.
At India’s Abby Awards, Leo Burnett picked up two Grand Prix Awards - one in
the OOH and one in the print category, both for Luxor Highlighters.
At Dubai Lynx, Leo Burnett Cairo won the TV/Cinema Grand Prix for the