An AMV BBDO advertising supplement: IWS makes move to AMV for Woolmark’s pounds 30m rebrand task

24 June, 1994

24 June, 1994

Abbott Mead Vickers BBDO is set to be at the heart of a global

initiative to regenerate the Woolmark symbol.

The assignment could mean a return to the high-profile advertising for

the International Wool Secretariat that won awards for Davidson Pearce

two decades ago.

The IWS is planning to put pounds 30 million behind a worldwide campaign

which will be be created and co-ordinated out of Abbott Mead in London.

An estimated pounds 4 million of that amount is expected to be spent in

the UK.

The IWS has not run a major UK or global campaign since a series of ads

from Davidson Pearce in the 80s which featured a trained ram called


Michael Baulk, the chief executive of Abbott Mead, said: ’IWS

advertising has a wonderfully creative pedigree which we would like to

get back to.’

Although the IWS has been within the BBDO network for several years,

global advertising development has been handled by New York’s Merkley

Newman Harty, an Omnicom subsidiary.

The switch follows the appointment of Tim Shepherd-Smith, from British

Airways, as the international and marketing development director for the

IWS, and David Lewis, former client services director of Dewe Rogerson,

as advertising and promotions manager.

Shepherd-Smith said: ’We have well-established relationships with the

BBDO network and are confident Abbott Mead has the experience to create

and adapt a worldwide campaign to suit local market conditions.’

The agency’s work will run in the IWS’s established markets in the US

and Europe as well as in key developing markets, such as China and


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