NEWS: Gerry Moira to work on Scholl again as Publicis lands task

campaignlive.co.uk, Friday, 19 April 1996 12:00AM

Scholl, the footcare products manufacturer, has again linked up with Gerry Moira, Publicis’s creative director, eight months after his former agency folded.

Scholl, the footcare products manufacturer, has again linked up with

Gerry Moira, Publicis’s creative director, eight months after his former

agency folded.



Scholl, which is best known for its distinctively shaped sandals, this

week appointed Publicis to handle creative work on its projected pounds

3 million account.



Media buying for the renewed ad offensive, which will kick off over the

next few months, remains with BMP Solutions in Media.



For Publicis, the assignment renews its relationship with Scholl’s head

of marketing, Ian Kirsh. He joined the company earlier this year from

Whitehall Laboratories, for which Publicis already handles creative work

on the Anadin and Bisodol accounts (story, p7).



Kirsh cited Publicis’s ‘exceptional creative work’ as the reason for the

appointment. ‘We have ambitious plans for the future of the brand and it

was important we found the right agency partner,’ he said.



Publicis, which saw off challenges from Grey and Saatchi and Saatchi to

win the business, is currently examining the Scholl product portfolio to

decide which products would benefit most from advertising support.



Scholl, which has been without an agency since the demise of Woollams

Moira Gaskin O’Malley last August, has 70 retail outlets.



Scholl sandals have sometimes been promoted as fashion items. However,

Barry Cox, the managing partner of Publicis, commented: ‘We have an open

mind about whether or not the sandals should be advertised as a fashion

accessory.



‘The most important thing is to bring the brand into line with the 90s

and to build on Scholl’s base in footcare expertise.’



This article was first published on campaignlive.co.uk

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