BACCARI MECKLER WORLDWISE Our philosophy is to develop fresh creative concepts that cut through the clutter of an overcrowded marketplace. While a boutique shop, Baccari Meckler Worldwise offers the creative insight and expert technical execution to separate your brand from its competitors. A group of International strategic thinkers, Worldwise provides the experience and range of services normally found in a top-10 agency. As a result we have developed international, multilingual campaigns with budgets >$5M, but still provide tender loving care to <$50K accounts. RECENT “WISDOM” PRENATAL (INT’L) ADVERTISING CAMPAIGN A $6.5 million advertising campaign rethinking the marketing of maternitywear, baby clothing and products for the European maternity and infant apparel giant Prénatal. The campaign emphasizes the nurturing aspects of parenthood and uses a triptych format to communicate the three phases of maternity: pregnancy, birth and parenthood. Developed with writers, strategic planners and research firms in New York and Milan. This combined effort allowed us to deliver a very tight and coordinated look and feel of the brand, not only in advertisements but throughout the stores, in packaging and all the company's activities. After working with a strategic planner to research the market in the U.S., Baccari Meckler Worldwise recommended a total overhaul of Prénatal's brand positioning, advertising and collateral program, which had previously been handled by Oliviero Toscani. "The campaign redefines maternity for an international market," said Baccari. "We take the perspective of the baby's needs, and convey a warm and totally reassuring mood. Our research showed that perceptions of motherhood are changing and advertising has not kept pace. Maternity is about special moments and great relationships - a fantastic moment in life to be totally enjoyed." Prénatal plans to launch billboards and superposters throughout the major urban areas of Italy, including Rome, Milan, Genoa, Florence, Naples, Palermo and Turin. A print campaign in leading Italian newspapers and women's magazines will augment the outdoor program. The advertising will also be supported by in-store visuals, product catalogs and hangtags, all developed by Baccari Meckler Worldwise. The strong graphic and colorful nature of the campaign is a striking departure to the brand's previous campaign, which featured images against a white background. The new concept breaks through and captures the attention of a sophisticated consumer who is increasingly barraged by advertising on many levels. As a result of the success in Italy, Prénatal plans to introduce the campaign to other countries where it has stores, such as Spain, Germany, Portugal, Greece, Mexico and Argentina. CENCI (IT/USA) BRAND IMAGE, PRINT, WEB AND ADVERTISING Our goal for Cenci was to differentiate the brand in an overcrowded marketplace. We started by redefining the Cenci corporate identity itself, recombining the Cenci orange and brown in a new 60:50 percentage, the extra 10% reflecting Cenci's creative twist on quintessential classic Italian style. This thinking served as a creative springboard for an integrated ad campaign that we developed; ads, catalogs, packaging and in-store communications along with a redesign of the Cenci website, www.davidecenci.com. Like our campaign, Cenci's designs mix old styles with new materials, new ideas and old quality. The floating models communicate the feeling of weightlessness and ease one feels in Cenci's hand-tailored clothing. CITTERIO (USA) CITTERIO FRESCO PRODUCT LAUNCH Citterio, is a well known and well respected brand in Europe but is barely known in the U.S. Citterio asked us to develop a brand identity for "Citteriofresco" a new line of fresh packed Italian deli products; Prosciutto, Bresaola, Sopressata & Rosemary Ham recently introduced into the U.S. market. Our strategy was to communicate both the classic heritage of the product, and the freshness that the new packaging provides. Our solution was to set bold appetizing slices of meat against a background of classic Bodonian inspired design. We think you'll find these ads stand out. Our agency also managed Citteriofresco's research, packaging, point of purchase and media buying initiatives. RALPH LAUREN (USA/FR) MULTIMEDIA EVENT Launched Ralph Lauren's new fragrance Glamourous at the Place Vendome in Paris. Developed "virtual" multimedia installations to present Penelope Cruz as the spokesmodel for Glamourous (including shooting her in 3D) and installations to support the other fragrance brands. THE PRINCIPLES ALBERTO BACCARI Art Director, Brand Strategist Baccari is a creative innovator who has driven award-winning communication strategies for many of the world's premier brands; E&J Gallo, Philip Morris, Paul Stuart, Prenatal (Int'l), Fubu, Fila (Worldwide), Bacardi, Swatch, Lavazza (France), Casual Corner (USA), Burger King, Prudential, IBM, Louis Rich, Clairol, Bain de Soleil, Johnnie Walker, Halston, Campari, Lucky Strike, Longines, Anne Klein, Gant, BMW, S. Pellegrino. Baccari's credits include running (comma), a group of International strategic thinkers. He was Executive V.P. Creative Director for Armando Testa, freelance for Ogilvy & Mather, J. Walter Thompson, Ayer, D'Arcy Masius Benton & Bowles, and CME-KHBB. His work has been featured by and has won awards including; the Clio, a Lion at the Cannes Film Festival, The One Show, the NY Art Director's Club, D&AD (British AD's Club), Creativity, LaTriennale di Milano (industrial design), CA Ad Annual. A selection of his work is on permanent exhibit at the Louvre Museum in Paris. Baccari has a degree in Psychology from the University of Padua in Italy, and another in Film from New York University. He lives with his wife Deane and sons Maximilian and Octavius and the family dog Bracco in New York and Milan. RON MECKLER Art Director, Multimedia Developer Meckler is a designer and developer of innovative solutions for print and multimedia. Career highlights include Ralph Lauren, Viacom, Mattel, Seiko NA, Tide, Calvin Klein, Banana Republic, Ilford, IBM, Photonica, and Icon Pharmaceutical and print for The New York Times, McGraw-Hill, Time-Life and Spy Magazine. Meckler's credits include running Re:Design, an integrated media agency, he was Design Director for Mademoiselle magazine, an art director for Wet, MacUser magazine, and Psychology Today, freelance for Allure magazine, The Pushpin Group, Chermayeff and Geismar, Chiat/Day/Mojo, Armando Testa Advertising, Charisma Records, Gerstman and Meyers, O&M Direct and Backer Spielvogel Bates. Meckler has been a faculty member at the Kodak Center for Creative Imaging, School of Visual Arts and the Fashion Institute of Technology. His work has been featured and has won awards in HOW, Step-by-Step and Print. Meckler attended the Cranbrook School in Bloomfield Hills, Michigan, and studied music at Oakland University in Rochester Michigan. He currently lives in New Canaan, CT with his wife Jackie, daughter Dolly and son Izzy. STEVE KANE Executive Producer Kane is an executive producer of cutting edge advertising, web, broadcast and multimedia projects. Career highlights include Sony, The Discovery Channel, Pontiac, TWA, Mr. Coffee, Mattel, The American Museum of Natural History, The Sci Fi Channel, Chase, Pontiac, IBM (Int'l), Goldenbooks, Ingersol Rand, and Ralph Lauren (USA/FR). Kane credits include running Catalyst, an integrated media agency, he was Vice President, General Manager of National Video Center's new media division, Creative Director at VSI Communications Group, Senior Producer at DMB&B's interactive division, and a 3D animator at MicroInteractive (now part of IXL), freelance for FCB, The Sterling Group, Traction Interactive, RAW Interactive and Rare Medium. A recipient of the New Media Invision Award, Kane has also had his work published in the industry guide "In Your Face: The Best of Interactive Interface Design." Kane earned a BFA from the Philadelphia Colleges of The Arts and an MFA at the Cranbrook School of Art, Bloomfield Hills, MI. He currently lives in Westchester, NY with his wife Andrea, son Sebastian, and daughter Adriana. ROBERT SCHULMAN Copywriter Schulman is a hall of fame copywriter who has worked on major brands including Alka Seltzer, Mattel, Coca Cola, Jaguar, Gallo, Philip Morris, Paul Stuart, MCI, AT&T, SNET, Verizon, Fila (Worldwide), Swatch, Andersen Consulting, Burger King, Smith Barney, IBM, the Wool Bureau. Schulman has been a creative director for Armando Testa, Ogilvy, and Messner Vetere Berger and Schmetterer. His commercials for Alka Seltzer are in the Smithsonian in Washington DC. Two of his commercials have been voted by his peers to be among the top 50 of all time. Recently, his work for the J. Peterman catalog was spoofed on Seinfeld. He has sold two movie scripts and recently finished a novel. He has a Bachelors Degree from UCLA in English Literature and lives in New York City with his wife Gina, and son Nicholas.