11/29/05 If you have a name, use it

If you've got a name use it! That is precisely what Charles and Camella do, Bono, Britain's Sir Paul, even own Paul Newman. They all share a common bond that goes beyond the world's stage, they each market an organic lifestyle and so successfully that Madison Avenue is taking notice. Now Trudie Styler and her very famous hubby Sting are launching their own organic line of food items and in the process might just have created a new marketing venue . You see Trudie and Sting have partnered rather than hired their ad agency Sugertown Creative to develop a campaign that includes packaging and marketing . The Il Palagio product line produced from their Italian estate by that name, initially includes olive oils and honey (what else would we expect from Sting) sold through exclusive retail outlets like Harrods. Reinventing the client agency relationship by turning it into a mutual a business partnership is sure to make ad agencies squirm because Sugertown will not be paid by commission or fees but gasp rather a share of the profit. That I think would provide a pretty good incentive. I'm Susan Allen and this is Food Forethought. Source: New York Times 11/14/05 Agency gets its cut at the cash register