May 3, 2002

New Oakwood Healthcare Campaign by Copper
Promotes Service Guarantee

Gardner Geary Coll Selected
by Knowledge Adventure Educational Software

Carvel Awards Ice Cream Account
to kirshenbaum bond & partners west

Ford Motor Company Taps matthews/mark
for Aftermarket Retail Stores

Homebuilder Website by Stoltz Interactive
Receives National Recognition

kbp Principals Featured in NBC News Story
on Classic Brand Revivals

New Oakwood Campaign by Copper
Promotes Service Guarantee

By providing a glimpse of healthcare from a patient's perspective, Copper of Kalamazoo,
Coppper's new campaign
Michigan, highlights Oakwood Healthcare System's patient-focused care in a new TV, print, and outdoor campaign.

"It was time for us to not only promote our clinical excellence and expertise," said Nancy Wilson, Chief Marketing and Communications Officer for Oakwood, "but to go a step further and highlight our dedication to outstanding patient care and service." The campaign's elements focus on specific Oakwood service commitments such as surgery that always starts on time, and emergency room waits of less than 30 minutes. Another spot highlights Oakwood's nationally recognized cardiac care. All of the work employs the tag, "Oakwood. Designed around you."

"A lot of healthcare ads today feature a heart-tugging story or a scare tactic," said Dean Gemmell, Managing Partner and Creative Director at Copper. "We wanted to avoid this approach and focus on things that are more measurable and relevant to consumers." The print will run in local newspapers and health-oriented publications, and television work will run on spot cable in southeastern Michigan on various channels.

Oakwood services a 35-community, 500-square-mile area in metro Detroit with a population of more than a million residents. With nearly 9,000 employees and $1.5 billion in annual revenue, the system is comprised of four acute care hospitals and 44 primary/specialty care sites. The health care facility has been named one of the nation's top 100 cardiovascular hospitals for the third straight year.

The $4 million campaign is the most comprehensive work the agency has created for Oakwood Healthcare since winning the account last October.

Gardner Geary Coll Selected by Knowledge Adventure
Educational Software

Gardner, Geary Coll Inc. of San Francisco, California, has been selected as the advertising and marketing partner for children’s software leader Knowledge Adventure, a studio of Vivendi Universal Publishing.

"The relationship will tap our full-service marketing and advertising capabilities, including branding and strategic marketing," Bob Gardner, founder and president of GGC said. "We are excited about the high-quality, ‘good-for-you’ identity that Knowledge Adventure has established for their interactive brands, which resonate among kids as favorite games that parents can trust for learning and play."

"We selected GGC as our partner based on their expertise in kids’ and teen marketing, their creativity and enthusiasm, and full-service marketing capabilities," said Leslie House, vice president of the Kids business unit at Knowledge Adventure.

A leader in kids interactive content for 20 years, Knowledge Adventure develops and publishes top-selling PC and console-based multimedia software designed for children to learn and play at four key developmental stages: infant to toddler, preschool to kindergarten, early learners and "tweens" (pre-teenage). Knowledge Adventure’s portfolio of interactive brands includes JumpStart, Jurassic Park, Butt-Ugly Martians and Curious George.

Whether play leads to developing curriculum skills, problem-solving, or just pure fun, Knowledge Adventure believes in rewarding curious minds with innovative and imaginative products. The company’s games are kid-tested, ‘good-for-you’ products that create unique worlds of interactive discovery just for kids. Knowledge Adventure is a studio of Vivendi Universal Publishing, the publishing division of the world's second largest communications group (Vivendi Universal).

GGC launches innovative campaign for Rolling Hills Casino

Gardner Geary Coll recently launched an advertising campaign for the Rolling Hills Casino, located in California’s Central Valley along Interstate 5 near the city of Corning.

The first phase of the campaign features a selection of outdoor boards designed to build awareness and excitement about the casino prior to its grand opening in August, said Daniel Katsin, Director of Business Development for GGC.

"The boards use humor and bold graphics to establish the casino as a uniquely fun destination," Katsin said. The outdoor boards are the first stage of a year-long advertising campaign that will include print, TV, and radio.

"We chose GGC for their creativity and full-service capabilities," said Chuck Galford, Director of Marketing for Rolling Hills Casino. "We wanted an advertising and marketing partner who could help us establish a unique identity for Rolling Hills as an upscale, fun destination that offers more variety and quality than the typical gaming establishment."

According to Galford, 24,000 vehicles per day that travel on Interstate 5 will see the outdoor boards. When it opens later this summer, the 65,000 square-foot casino will offer table games, slot machines, three restaurants, a buffet, deli, cocktail lounge, kids’ arcade, and a non-smoking section.

The Rolling Hills Casino is owned by the Paskenta band of Nomlaki Indians, who have lived in the surrounding area for generations. The casino is being developed to generate revenue for tribal programs including education, medical services, and vocational training.

Carvel Awards Ice Cream Account
to kirshenbaum bond & partners west

Carvel Corporation has awarded kirshenbaum bond & partners west (kbpwest) of San Francisco their $5 million integrated marketing communications account, including strategic and creative development, in-store communications and media planning and buying responsibilities for television and radio.

Nigel Carr, Managing Partner and General Manager of kbpwest said, "There are so few brands today that allow parents to share experiences with their kids that their own parents introduced to them when they were kids. Carvel is a passion brand for so many people—we’re excited and proud to be helping the new owners revive it." Carvel was recently purchased by Roark Capital Group, a private equity investment firm based in Atlanta.

With over 400 Carvel stores and distribution in over 5,000 supermarkets, Carvel is one of the fastest-growing ice cream brands in the country. Carvel's superior product quality, brand recognition, and history of innovation present lucrative sales, employment, and franchising opportunities. Founded in 1934, Carvel has a long tradition as the premier brand of unique, quality ice cream cakes and desserts. Headquartered in Farmington, Connecticut, Carvel employs over 500 people.

kbpwest revitalizes Vespa motorscooters in new campaign

In other news from kirshenbaum bond & partners west, a new regional campaign by Piaggio USA for its Vespa scooter has been launched. The campaign, which consists of outdoor billboards and wild postings, has begun a test run in San Francisco, a top market for Vespa and traditionally one of the hottest markets for motorscooters, before being extended to additional Vespa markets.

Vespa scooters were re-released in the U.S. market in 2000 after a 15-year absence. "Vespa is a brand that’s been rediscovered by style leaders," said Carr. "Vespa is the sexiest way to get from point-A to point-B, and their Italian heritage allows us to own that."

The campaign launched with three creative executions that each feature tightly cropped images of a couple riding a Vespa, with the headline, "Ride Italian." "The photographs dramatize the intimacy and romance that is the emotion of the Vespa experience," said Jeff Musser, Managing Partner and Creative Director. "Let’s face it, you just don’t get that kind of contact while driving a car."

Piaggio USA also works with Deplano Group, New York, on Vespa branding efforts. Manufactured by Piaggio in Tuscany, Italy, the Vespa was designed in 1946 by Enrico Piaggio as a solution to transportation following the destruction of World War II. Combining the best elements of aeronautics, automobiles and motorcycles, it instantly became an icon of design and economy. In 2000 the fabled Italian scooter returned to the United States to entice new generations with its efficient, entertaining and still nostalgic nature. More information about this classic name in transportation is available at at the company website.

Click on the images below to enlarge.

Ford Motor Company Taps matthews/mark
for Aftermarket Retail Stores

matthews/mark of San Diego, California, is gearing up for public relations and advertising work with Flexivity retail stores, a subsidiary of Ford Motor Company.

"I am very excited to be working with matthews/mark," said Greg Scott, Flexivity Marketing Manager. "The agency has a talented group of people with a breadth and depth of experience that is a perfect fit for our needs. Their knowledge of the local San Diego scene has been particularly beneficial to our project."

Flexivity—aftermarket retail stores geared toward young adults—has enlisted matthews/mark for national and local public relations, various promotions, and ongoing advertising. As Flexivity’s advertising and PR agency of record, matthews/mark will also work to secure strategic partnerships within the racing and automotive personalization markets. The agency’s initial promotion-driven branding campaign is in cooperation with Meguiar’s Car Care Products.

"This is a fantastic opportunity for us," said CEO Jim Matthews. "Our early work for Flexivity is already creating a local buzz, and we’re ready to take them to the next level.

Homebuilder Website by Stoltz Interactive
Receives National Recognition

O', the website for Treasure Valley homebuilder O’NeillHomes, has been selected as a featured site in the interactive gallery at The site was built by SMG Interactive, the web development unit of Stoltz Marketing Group of Boise, Idaho.

Designed and programmed by SMG Interactive, the O'neill Homes site uses iPix technology to allow visitors to take 360-degree virtual tours of O’Neill home collections. SMG Interactive designed the site to allow site visitors users to fully experience the unique, high-amenity floorplans of O’Neill Homes from their home computer.

Internet Pictures Corporation (iPix) is the world’s largest 360-degree photography platform and is used by more than 10,000 websites.

kbp Principals Featured in NBC News Story
on Classic Brand Revivals

Jon Bond and Richard Kirshenbaum were interviewed recently on The NBC Nightly News as part of a report on the revival of older themes and images in contemporary advertising. The news coverage includes a discussion of memorable television spots for Meow Mix cat food, an account kirshenbaum bond & partners recently won.

Click on the image below to view the segment, which is 2 minutes and 45 seconds in length (Quicktime/4MB).

Below: Jon Bond, Richard Kirshenbaum

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