Avery taking on Epson with help from Saatchi

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Avery Dennison Corp., aiming to tap the growing market for PC-printed greeting cards, has awarded its $10 million to $12 million advertising account to Saatchi & Saatchi Advertising, San Francisco.

The product line includes pre-scored, high-quality papers intended to be used along with home PC ink-jet or laser printers for greeting cards or invitations. The papers will be sold in computer, drug and stationery stores as well as mass merchandisers for an average price of about $5 for a box of 12.

The embryonic market, expected to grow to as much as $500 million over the next two years, currently is the territory of printer marketers such as Epson America and Canon USA, as well as several software companies. Industry experts believe Hallmark Cards may soon enter the category.


Avery Dennison, primarily a marketer of commercial labels, had been co-marketing the paper goods line with American Greetings Corp.

But executives familiar with the business believe the greeting card marketer will take a lesser role in future development of the line, which is expected to be named Personal Creations.

Advertising, targeted to women 25 to 54 with children under age 18, is expected to include TV as well as women's magazines.

Other finalists in the review were Citron Haligman Bedecarre, San Francisco, and Dailey & Associates, Los Angeles.

Avery Dennison's business-to-business ad account for its label systems, as well as specialty tapes and chemicals, remains at Asher/Gould, Los Angeles.


The win was significant for Saatchi's San Francisco office because it primarily handles technology accounts and last year lost Hewlett-Packard Co.'s printers--with about $40 million in billings--which went to Goodby, Silverstein & Partners, also San Francisco.

That business accounted for almost 30% of Saatchi's revenues in San Francisco.

The Avery Dennison win "showed we're able to compete with some of the best consumer agencies," said Julie Bauer, exec VP-general manager.

Copyright June 1997, Crain Communications Inc.

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