The Omnicom Group shop topped independents Richards Group, Dallas, and Cliff Freeman & Partners, New York, in a pitch run by Roth & Associates. The agency worked with Omnicom siblings Integer, Denver, and GMR Marketing, Chicago, on the pitch.
"We were impressed by the comprehensive consumer insights and marketing strategies Element 79 presented to us," Mary Kiley, Regis Corp.'s vice president of marketing, said in a statement.
$350 million PepsiCo account
It is the agency's first new client since forming in September 2001 to handle $350 million of PepsiCo food and beverage business that was shifted from Interpublic Group of Cos.' Foote, Cone & Belding Worldwide, Chicago. The agency earlier was a finalist for the Heinz pet food account that went to Doner, Southfield, Mich.
Interpublic's McCann-Erickson, San Francisco, previously handled creative for the 1,700-unit chain. Going forward, Element 79 will develop national TV, radio and print campaigns and support for Supercuts' Nascar sponsorship. Timing and specific scope of new work is to be determined.