EN FAMILLE: It was a family reunion at Missoni for the spring ad campaign. Set on communicating a “different and more realistic” point of view while keeping a lid on budgets, Angela Missoni reunited the clan to front the new campaign, which breaks in February fashion titles. The ads, shot by Juergen Teller over dinner at founders Rosita and Tai Missoni’s house, also feature Angela’s progenies, Margherita, Teresa and Francesco Maccapani Missoni, and her bother Vittorio Missoni’s siblings, Ottavio Junior, Marco and Giacomo. Due to scheduling issues, the only one missing was Luca Missoni, brother of Angela and Vittorio, and Jennifer, who is based in New York. “I wanted to highlight our reality and our lifestyle, which is reflected in our unique product and in the artisanal aspect,” said Angela Missoni. “This campaign really reflects the mood I’m in these days, even from a design stance.”
According to Missoni, Teller got carried away, to the point that, although he had been commissioned for a spread of eight images, he shot 42.
This story first appeared in the January 13, 2010 issue of WWD. Subscribe Today.
— Alessandra Ilari
VERSACE’S PRESS CHANGE: Confirming a WWD report on Monday, Versace SpA decided to close its U.S. press office and outsource its public relations efforts. The company is expected to reveal today that it has hired PR Consulting to handle its U.S. public relations. PR Consulting, which was founded by Pierre Rougier in 1997 and is now run by Rougier and Sylvie Picquet Damesme, has such clients as Balenciaga, Dries Van Noten, Jil Sander, Proenza Schouler and Narciso Rodriguez. As part of the reorganization, Versace will continue to handle marketing and events in-house. — Marc Karimzadeh
FURTHER PROOF: In all, there were 169,217.76 advertising pages sold in U.S. magazines last year, down 25.6 percent from 2008, according to figures released Tuesday by Publishers Information Bureau. This means a total of 58,340.76 ad pages went missing in 2009 books, where rate card-reported advertising revenue fell 18.1 percent compared with 2008, closing the year at $19.45 billion. But there were morsels of good news to be found.
Propelled by cooking ingredients ads, the food and food products advertising category showed continued gains in revenue and pages in the fourth quarter, ending the year with a 1.4 percent overall revenue increase and a 5.2 percent decline in pages — the biggest (and only) gain and smallest drop, respectively, across the 12 major advertising categories.
Meanwhile, in the fourth quarter of 2009, some advertising subcategories, such as household cleaners, drugs, toiletries and fitness products, saw revenue and ad page increases, while four major categories — including toiletries and cosmetics, and automotive — had better (though still down) fourth-quarter results than they had in the first three quarters of last year. And for the first time since fourth-quarter 2007, the automotive category posted only single-digit revenue declines in the last quarter of 2009. Take it where you can get it. PIB bases its advertising spending figures on magazine rate cards, although many titles regularly discount. — Nick Axelrod