I spent more than a year working on Jell-O Pudding’s advertising in the early 1970s when I lived in New York. My job was to come up with new advertising directions, back ups to those already running, and also to help with new product development. We got a new TV campaign running featuring Bill Cosby,… Read More »
One of my first major assignments in advertising was as the Account Executive on Jell-O Pudding at Young & Rubicam, a huge advertising agency in New York. I went to meet the client in White Plains for the first time a couple weeks later that summer and was surprised at all the varieties of pudding… Read More »
While in Venezuela, we received an introduction to make an advertising pitch to a lard company called Mavesa (Manteca Venezolana S.A. – which translates to the Venezuelan Lard company). Their principal products were lard, margarine, and edible oils. They also sold mayonnaise, but sales were not doing well. Mayonesa Mavesa was 5th in share behind… Read More »
General Foods maintained a large testing kennel in Kankakee, Illinois. It was close to their dog food manufacturing plant. During the 70s when I worked on their dog food advertising, they had a very successful dog food business. GF sold dry food: Gaines Meal and Gravy Train both dry; semi-moist foods: Gaines-Burgers (in several flavours),… Read More »
You can be successful, and still fail. All it takes is a change in market conditions. We were rewarded for excellent work with P&G on Ariel and Camay in Venezuela by receiving the assignment for the launch of Pampers. There was virtually no competition except old fashioned cloth diapers. How could we miss? Pampers had… Read More »
Many times clients have asked us to change fonts, change colour shades, change layouts, even highlight lines. Small adjustments get deemed important. After discussion they become more and more important as people entrench themselves in a position. It allows people to think they have made some impact on a project. We had some devious techniques… Read More »
Box stores like Costco, Sam’s Club and BJ’s have expanded dramatically in the past twenty and more years. At these stores, customers buy in bulk and gain savings over regular retail stores through volume discounts. This provides a huge advantage to customers who have the financial ability to load up and have the space at… Read More »
A print ad looks simple at the end but that’s just the tip of the iceberg. When you go deeper, a lot of work and thinking goes into it. A lot of this is touched on in Overcome AD-verity but here is an example of a specific print ad.
Back before social media, getting an overnight announcement was very challenging, especially if you wanted to limit who got it. Easy to do now with an email blast, a tweet or a social media post. Not so then. Steelcase, one of the world’s leading manufacturers of office furniture, needed to rejuvenate its Canadian operation and… Read More »
In this season of awards – no wait! … awards always seem to be in season. Doesn’t having so many awards for so many different things dilute the value of any award? We are just getting through Nobel Season. Soon it will be time for Oscars, Golden Globes, BAFTAs, Emmies, Grammies, Junos, ESPys and on… Read More »