It's not an account that's likely to have much impact on the less-than-booming state of affairs at Euro RSCG/Chicago, but Australian Wool Innovation has named Euro RSCG as its global agency of record. AWI has turned to Euro RSCG to develop an integrated campaign to increase demand for wool across both trade and consumer sources. The account will be based in Euro RSCG's London office, but other shops in the Euro network, possibly including the Chicago outpost, are expected to be called upon to help develop work for the campaign.
AWI actually represents more than 29,000 Australian wool growers and also owns and controls the familiar Woolmark brand worldwide. Aside from further familiarizing consumers with what the Woolmark brand represents, Euro RSCG hopes to help further establish wool -- specifically Merino wool -- as an important part of the luxury fashion industry.