• by Fern Siegel , October 14, 2022

Pearl, an urban mixed-use revitalization project in San Antonio, Texas, has named Bakery as its AOR.

The account was awarded after a formal review.

A former brewery, Pearl is now a 22-acre site, located on the banks of the San Antonio River, just north of the city’s downtown. It contains, restaurants, retail shops, slick offices, residential communities and the San Antonio campus of the Culinary Institute of America. The development has also been a leader in sustainability in Texas.

Austin-based Bakery’s remit is to team with Pearl on a range of projects, including food recirculation efforts and Earth-friendly products. Bakery is responsible for all creative advertising for Pearl, including using its new Ken Media arm to run media planning and buying.

Pearl's CMO, Michael Joergensen, said: "We have an ambitious appetite to deepen the meaning for the Pearl brand.  We want Pearl to be a place Texans come to celebrate, to explore, to spend time together and to learn. Bakery is the perfect partner to help us continue to innovate, continue to lead, and to expand what Pearl means in Texas."

Bakery's senior vice president, accounts, Jacqueline Thompson, added the agency would bring forward “the expansion of an already rich, historic legacy.”

In March, the agency won the Tall Tails account. Other creative work includes Shiner, Arajet, Nike and Audi.