Harris Drury Cohen Makes History With Data Warehouse
New Business Activity
CCL Wins Best Overall Media Plan for Y2000
What do Julius Ceasar, the HMS Titanic, and mortgage lenders have in common?
According to a new print campaign created by Harris Drury Cohen of Fort Lauderdale, Florida,, all could have benefitted from better information. And in the case of the mortgage lenders, that better information should come from Data Warehouse, an information solutions provider for companies in the mortgage industry that is making significant improvements to the data available to mortgage brokers.
In a new national print campaign that started in June, mortgage lenders are informed of the benefits of Data Plus, a proprietary data-modeling product that provides them with the most targeted, accurate, and up-to-date prospect information. The campaign will run in various industry publications.
In one ad, a scroll warns Julius Ceasar, "Beware the Ides of March" ... (for Your Best Friends Are Plotting Your Untimely Demise upon Your Arrival at the Senate). The subhead explains that "Better Information Would Have Changed His Life. Imagine What It Can Do For Your Business."
A follow-up ad show an image of The Titanic sculpted into an iceberg with the additional thought: "This ship is Unsinkable" ... (Unless, Of Course, It Hits an Iceberg and 6 of Its 16 Watertight Compartments Are Filled With Water).
Aimee Hooper, Vice President/Creative Director on the account, explained that her objective was to define the brand, demand attention, and then drive home the important benefits of the Data Warehouse products.
"This can be a very dry subject," Hooper said. "As you look through the [industry] magazines, there are very few ads that treat the readers like people. Our advertising does. It is visually compelling, fun to read, and gives Data Warehouse a brand personality."
"As our company continues to evolve as an information solutions provider, we need to make a shift in how we convey our products and services," said Benjamin Waldshan, company president. "The History ad campaign developed by Harris Drury Cohen does this for us. It takes a real event in history, such as the death of Caesar, and relates to how history could have been changed if only he would have had the most complete, up to date information. Data Warehouse is not just another leads provider: we help companies change the outcome of their businesses with the most targeted, up-to-date data."
Creative Producer: Michael Cannon
New Business Activity
Client partnership hailed as "best practice"
CCL Wins Best
Overall Media Plan for Y2000
Worldwide Partners North America held its first annual Creative Awards Competition in conjunction with their annual Media Conference, this year held at the Hyatt Newporter in Newport Beach, California.
Displaying all elements of a stellar campaign, CCL Groups strategy for Alexander Keiths India Pale Ale won Best Use of Local Television, then proceeded in taking home Best Overall Winner for 2000.
Media Directors entered their best media plans from 2000 in a competition focused in seven categories:
for a Campaign Spending $1 million or less
Applicants were judged by such criteria as innovative nature of the plan, tactical approach, creative or innovative use of media, and effectiveness in meeting the campaign's objective.
According to judges, this entry truly defined the phrase: "The medium is the message." Surpassing preconceived notions about media "dos and donts," CCL "combined a non-traditional creative unit with an innovative media idea" in the strategy assembled for Alexander Keiths India Pale Ale. The effort showed effective collaboration between all facets of the agency.
By sponsoring a single media event, CCL Group established a firm connection between Keiths Brewery and its target audience. The outcome of integrating sales promotion and advertising is "top rated audience delivery (despite a non heavy-up GRP approach), as well as consumers who were excited and engaged by the new campaign, which was a fundamental component of the overall objective, and which hopefully, will also translate to increased sales.
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