April 19, 2002
Promotes Post-Winter Olympic Tourism
Riester~Robb, from its offices in Phoenix, Arizona, and Salt Lake City, Utah, is keeping the tourism torch lit well afer the Winter Olympic Games in Salt Lake City, with a recently aired 60-second television commercial for the Utah Travel Council. And the agency will continue to promote Utah as a post-Olympic vacation destination.
The Utah state Legislature, recognizing that tourism plays a major role in the Utah economy, recently approved a $2 million tourism marketing budget allowing Riester~Robb and the Utah Travel Council to expand the campaign. The agency has aired the commercial spot in seven strategic travel development markets across the western U.S.
The idea behind the commercial was to invite people to Utah to visit the beautiful state they were watching during the Olympic coverage.
"The underlying message of the advertising is: we've welcomed the world for the Olympic Winter Games, now we welcome you," said Tim Riester, President and CEO of Riester~Robb. "The TV spot is a call to action to the millions of viewers exposed to the wonders of Utah during the Games."
The commercial features a combination of Utah scenes, including dramatic aerial views interspersed with film footage of athletes, donated by the Salt Lake Organizing Committee for the Olympic Winter Games of 2002. The footage of Utah's dramatic scenic beauty is enhanced by the voice of renowned NBC television sportscaster Jim McKay, and by a musical composition performed by members of the Utah Symphony Orchestra.
It is estimated some 7.6 million viewers will have seen the campaign's new television work at least three times. More work from the campaign is available at the portfolio section Riester~Robb's website at www.riester.com.
Recycling Campaign Wins Grand Prize,
California's beverage container recycling outreach campaign, created by Riester~Robb, was awarded two top honors at the State Information Officer's Council (SIOC) annual awards luncheon April 11. The campaign was also a recent ADDY Awards winner.
The SIOC awarded the campaign the Gold Award (first place) for the best media campaign of any state agency, and the Grand Prize for media relations in general at the ceremony.
SIOC is a non-profit organization that meets to discuss trends and developments in the field of government public information. The annual awards competition's goal is to identify excellent communication efforts among state agencies and to further encourage the production of quality work.
The outreach campaign, featuring the tagline "Recycle. It's Good for the Bottle. It's Good for the Can.", was launched in May 2001. Designed to motivate Californians to recycle beverage containers, the campaign utilizes television, print, and radio advertisements, billboards, and a website, www.bottlesandcans.com.
Television commercials featuring a trash-talking can who is reborn as a softball bat, and an unloved plastic bottle who is reincarnated as a flotation device for a beautiful lifeguard, are the best-known components of the $10 million statewide campaign.
"It's not often you have an opportunity to do work for such an important issue," said Riester. "We are understandably proud that our client received this recognition.
& Hoke Selected by
After an extensive search process, CIGNA Retirement & Investment Services, one of the nation's leading asset management and retirement services firms, has named Mintz & Hoke of Avon, Connecticut, its agency of record for marketing communications. Mintz & Hoke will develop communications strategies along with and print and electronic marketing communications for the company. The agency will work closely with the CIGNA marketing team to communicate the CIGNA Retirement & Investment Services brand promise of 'Workplace Financial Solutions.'
Mintz & Hoke won the business after a comprehensive review of 17 agencies. CEO Chris Knopf said, "We're honored to be selected by CIGNA, who are known in their industry as very talented and sophisticated marketers. Their requirements for strong brand stewardship, compelling creative, and need to integrate complex communications across multiple audiences apparently aligned well with our strengths."
Jamie Kalamarides, SVP for Marketing & Product Development at CIGNA Retirement & Investment Services said, "In the search process, Mintz & Hoke demonstrated an intelligent and creative approach to strengthening the effectiveness of CIGNA's marketing communication. The team showed understanding of how our clients and plan participants think, which will be critical in delivering effective and successful marketing communications materials."
Supply Inc. Selects
Cleaners Supply, Inc., the nations largest direct supplier of dry-cleaning products, recently selected The MRA Group of Syracuse, New York, as agency of record. MRA will provide strategic brand planning, business-to-business and consumer packaging design, point-of-purchase design, collateral and advertising. One of the agency's first tasks is the redesign of over 80 individual business-to-business product packages.
According to Jeff Schapiro, President of Cleaners Supply, MRA was selected due to its expertise in branding and package design. "MRAs overall branding approach, including its package design capabilities, will better position us as we look to grow our market share in the dry cleaning supply industry," said Schapiro.
"We are excited to be working with Cleaners Supply as the company grows and reaches new goals, said Mark Russell, President of MRA. "Specifically, this is an excellent opportunity for MRAs design group to lend its creative talents to a broad array of product packages."
Cleaners Supply, Inc. is the nations largest direct supplier of dry cleaning products, including bags, pressing and spotting equipment, and safety products. Headquartered in Conklin, New York, Cleaners Supply distributes over 4,000 products, and 80 percent of dry cleaners use their products.
More information about the new client is available at at www.cleanersupply.com.
Medical Innovations Unit Awards Account
Inverness Medical Innovations, Inc., a leading provider of consumer health products and a developer of advanced medical device technologies, announced recently that its Unipath Diagnostics, Inc. unit has awarded its $10 million integrated communications account for ClearBlue Easy and ClearPlan Easy brands to kirshenbaum bond & partners of New York City.
The account was awarded after a competitive review involving a number of undisclosed agencies; the incumbent agency was Direct Partners. The new client's line of products includes a number of womens health and nutritional items.
Account duties include advertising, public relations, promotions, guerrilla marketing, interactive, and web design for ClearBlue Easy and ClearPlan Easy. LIME, the agency's public relations division, and Dotglu, kirshenbaum bond's interactive division, will all work on the account.
"The kirshenbaum bond creative network demonstrated creativity, expertise, insight, and an understanding of the womens health market that we believe will help us maintain and advance the brand prominence of our ClearBlue and ClearPlan lines," said Bill Wilson, Marketing Vice President at the Inverness Unit.
"We are thrilled to have been chosen to represent two of the premier brands in the womens health market today," said Rosemarie Ryan, President of kirshenbaum bond & partners. "The ClearBlue Easy and ClearPlan Easy products provide exceptionally valuable tools in womens health planning, and we look forward to being partners in the shaping and delivering of critical brand information to the health consumer.
At a time when many companies marketing budgets are shrinking, matthews/mark of San Diego, California, has added two high-profile clients to its roster this spring: Encad, Inc.A Kodak Company, and RC Networks, Inc.
"These wins are a testament to matthews/marks integration and ability to deliver ROI for clients," said Jim Matthews, agency CEO. "With the addition of Encad and RC Networks, were mobilizing our entire staff, from media buying to public relations to account planning. Its proof that integration works. Were thrilled with the challenges that each of these clients presents."
Encad, Inc.A Kodak Company will initially tap matthews/mark for assistance with marketing efforts, including collateral development and various advertising projects, for the companys wide-format inkjet printing products.Founded in 1997, RC Networks, Inc. is a leading provider of in-building broadband Internet access for the cable and telecommunications industries. Based in San Diego, RC Networks has asked matthews/mark to develop a new corporate identity and positioning, handle media relations, increase the companys presence at industry trade shows, and develop advertising.
matthews/mark's work for client JABRA Corporation has been recognized by one of the telecommunications industry's most important publications.
Partner Serves as Moderator
Jose Lopez-Varela, the Managing Partner of CreatAbility in Miami, Florida, served as moderator at the Association of Hispanic Advertising Agencies' (AHAA) Spring Semi-Annual Conference in Washington, D.C. April 18-21. The theme for the conference is "New BusinessLivelihood of an Agency," focusing on ways ad agencies can ensure their growth and techniques for securing new business. He led a panel discussing agency search consultants , in a session the session entitled "Search Consultants: How to Get on their Lists."
More and more companies are turning to these consultants, the agency "headhunters," for their agency review and selection process. At the meeting, Lopez-Varela posed questions to some of the top national search consultants.
Lopez-Varela also is also a member of AHAA's 2002 Conference Advisory Committee.
as a Brand: New Global Study on Travel
A report published last week by Context-Based Research Group, a division of Carton Donofrio Partners, Inc. of Baltimore, Maryland, gives new insight into the effects of current consumer experiences during business and leisure travel. Researchers gathered data from a global sample of travelers and identified basic needs that are currently not being met by the travel industry. These findings were used to understand and pinpoint opportunities where airlines, hotels, rental car companies, destinations, attractions, and cruise lines can better meet the needs of their customers.
Online Survey Participants Selected to Receive Gift Certificates
Hold Your Calls — We Have the Winners!
Rachel M. Grenier of Nerland Agency in Anchorage, Alaska, and Bill Graulty of Mintz & Hoke are winners of $25 amazon.com gift certificates after they were randomly selected from a list of contributors to two online surveys distributed to the staff of Worldwide Partners agencies.
Rachel answered questions about a proposed print ad for client Calvert Funds in a survey developed by Carton Donofrio Partners of Baltimore, Maryland. Bill answered questions in a survey developed by The Union Advertising Agency Ltd of Edinburgh, Scotland, about a high-technology client's proposed entry into the "smart chip" market.
Each month, two survey participants will be selected to receive amazon.com gift certificates in appreciation for their feedback and comments.
If you have questions, comments,
or submissions for Worldwide, please contact
Damon Gitelman (email@example.com) at Headquarters.