Perspectives lands below-the-line task for Nouvelle tissue

Perspectives has tightened its grip on the below-the-line advertising for the paper manufacturer, Fort James, by picking up the business for the Nouvelle range of toilet tissue and kitchen towel products after a three-way pitch.

Perspectives has tightened its grip on the below-the-line

advertising for the paper manufacturer, Fort James, by picking up the

business for the Nouvelle range of toilet tissue and kitchen towel

products after a three-way pitch.



The agency has previously worked on Fort James’s Kittensoft brand. When

it won Kittensoft in 1995, the brand was owned by Jamont, which merged

with Fort Sterling in 1997 to form Fort James, the world’s

second-largest tissue manufacturer after Kimberly-Clark.



The nature of the Nouvelle assignment is unclear, but it is expected to

encompass direct marketing and sales promotion activity.



The Jamont-Fort Sterling merger sparked a pan-European realignment of

the entire business, including the above-the-line, below-the-line and

media accounts (Campaign, 27 March 1998).



Bates Dorland took over the pounds 1.5 million above-the-line business,

which had previously been held by HHCL & Partners. At the same time, the

media account moved from MBS into Zenith Media. Both moves took place

without a pitch.



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