De pasquale bags double whammy of wins Anila Azhar
Queensland agency de pasquale has won two competitive pitches, landing sportswear chain Lorna Jane and The Cancer Council Helpline account.
The spring-summer Lorna Jane campaign is set to start in September this year, and the autumn-winter campaign from March next year.
Since the first store opened in Brisbane in 1990, the sports clothing company has grown into a multi-million dollar business and now has stores across Australia, New Zealand and Singapore, which the agency will be servicing.
De pasquale won the account over Queensland competition including cummins&partners, Smart Media, Junior and Style Counsel.
The Lorna Jane business includes media, creative and website design. Starcom is the buying partner, but de pasquale chief executive Cos Luccitti would not be drawn on much the account is worth.
“The win was about delivering the ideas that were right for the Lorna Jane business at this point in time and helping to elevate the business to the next level in the future,” he said.
Lorna Jane marketing manager Stephanie Down said success will be measured by continual development and execution of campaigns that reflect Lorna Jane’s brand positioning and the way the company’s target market is engaged.
In the past six months, de pasquale has been awarded the DelvTech account, residential and retail precinct Portside Wharf and this week announced its Queensland Cancer Council Helpline campaign win.
Luccitti said the Cancer Council was a different type of client and required a new way of thinking.
“This campaign is not about selling anything – it is about reaching people and making them feel better, letting them know where they can go for advice or assistance,” he said.
“Our approach was to create something that is not intrusive but communicates with people while they are in contemplative spaces, such as inside public transport or wrapping the outside of a coffee cup.”
The account was a competitive pitch which included Redsuit on the shortlist.
The Cancer Council Queensland director of communications, Nathan Scholz, said the campaign, due to launch later this year, marked the first time it has promoted a service and not a preventative message.
Meanwhile, de pasquale also launched a new Gold Coast office this week. The expansion follows rapid growth at de pasquale, with an increase of 40% in its client base.
