Howard, Merrell & Partners Named Agency Of Record For Georgia-Pacific Professional – Washroom & Wiper Solutions Division
Howard, Merrell & Partners, a full-service strategic branding and advertising firm was named the agency of record for the Washroom & Wiper Solutions division of Georgia-Pacific Professional. The innovator of touchless towel dispensers, like enMotion®, provides hygienic dispensing systems, towels, tissues, and soap to commercial markets throughout North America. As the agency of record, Howard, Merrell & Partners provides strategic, integrated brand support and tactical execution in the areas of advertising, media buying and planning, interactive, public relations and social media marketing.
Howard, Merrell & Partners began working with Georgia-Pacific Professional a few months ago. The agency’s first order of business was to develop a campaign for Georgia-Pacific Professional that demonstrated how its solutions provide a better experience for both customers and end-users. During the initial stage, the agency also developed a new campaign for the enMotion® line by creating a contemporary, clean-cut yet cool personality for the brand, signifying the hygiene and green benefits the product delivers. The campaign features Mo, the VP of Hygiene and Chairman of Cool.
“For enMotion dispensers, we wanted a big idea as innovative as our touchless dispensers, to bring a new level of excitement to the industry,” explains Sam Robb, vice president – marketing for Georgia-Pacific Professional. “Howard, Merrell & Partners did that for us with the creation of Mo. The campaign has legs, literally, and is integrated across every marketing medium – we feel Mo’s personality will go far.”
Characterized by a towel dispenser as a head, Mo is featured in most enMotion® campaign elements launched to date, including: print ads, videos, media relations, tradeshow support, social media marketing efforts, interactive microsite (www.gppro.com/mo) and live appearances.
In 2009, Howard, Merrell & Partners will incorporate Mo into additional hygiene-related programs for Georgia-Pacific Professional. His online presence will continue to expand – Mo videos are viewable on YouTube http://www.youtube.com/user/MoChairmanOfCool and he has his own profile pages on Facebook http://www.facebook.com/home.php#/profile.php?id=1597447816&ref=profile and LinkedIn http://www.linkedin.com/in/mochairmanofcool.
“Georgia-Pacific Professional is taking advantage of the full-range of services offered here at Howard, Merrell & Partners. We are providing strategic insight and creative direction, which are key to the ongoing tactical execution of the programs,” says Jim Cobb, CEO of Howard, Merrell & Partners. “Ultimately, our job is to position enMotion as the preferred washroom system for its many advantages – optimal hygiene, convenience and improved productivity.”
Howard, Merrell & Partners, which has been recognized for its groundbreaking work in the role of emotion in successful advertising, will apply its knowledge to projects and programs for Georgia-Pacific Professional’s Washroom & Wiper Solutions division. This includes managing message creation and delivery around the product’s key benefits in innovation, sustainability and hygiene.
