Tequila defeats IMP in three-way pitch for Tony Stone work

Tequila Payne Stracey has prised the multi-award-winning through-the-line account for Tony Stone Images - now rebranded as Stone - from its incumbent, IMP, following a three-way pitch.

Tequila Payne Stracey has prised the multi-award-winning

through-the-line account for Tony Stone Images - now rebranded as Stone

- from its incumbent, IMP, following a three-way pitch.



LIDA, M&C Saatchi’s below-the-line agency, was the third outfit pitching

for the task against the incumbent. David Harris, LIDA’s creative

partner, handled the account for five years at IMP when he was executive

creative director and it was under him that the ’art director rough’

work was developed.



The campaign included press ads featuring black and white line drawings,

as if mocked up by an art director, illustrating a sketchy concept for

which Tony Stone would find the perfect photograph. It won several

awards, including an IPA Effectiveness award and some SPCA, ISP and DMA

awards.



The first campaign from Tequila will use the same strategy as IMP’s

work.



John Hagelin, the marketing manager of Stone, said: ’People in the

creative industry often go to extraordinary lengths to create the right

shot for a piece of work. With a global team of art directors and

creative researchers, our task is to provide them with a credible

alternative. Tequila Payne Stracey has encapsulated this concept with

some arresting and descriptive creative work.’



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