Advertising Industry
Industry: Email Alert RSS FeedAG Worldwide named Playboy brand steward ;In unusual deal, shop gets equity in marketer's Playboy.com unit.(Brief Article)
Advertising Age, February, 2000 by Kerwin, Ann Marie
Playboy Enterprises International was in need of two things: a corporate marketing strategy and a chief marketing officer. It's found both at AG Worldwide. Under an unusual alliance, the New York-based shop will act as the adult entertainment company's brand manager.
Rather than becoming merely agency of record, AG Worldwide was tapped as Playboy's chief marketing group. The move comes nearly 18 months after Bob Perkins, the last chief marketing officer, left.
UPGRADING TALENT
The company's chief marketing spot was "a challenging one to fill because we are in so many different businesses," said Playboy Chairman-CEO Christie Hefner. However, Ms. Hefner and her executives had come to the conclusion that "so much of our success is derived from...
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