Apple endorses some achievers who 'think different'
Article Abstract:
Apple Computer Inc. has an advertising campaign that uses some of the world's most admired achievers in fields ranging from government and business to human rights and the arts. The purpose of the campaign is to polish the tarnished Apple brand name by asserting the company nurtures creativity by behaving as unconventionally as the accomplished thinkers whom the company praises in its television commercials, print ads, billboards, posters and wall signs. The tagline is "Think different." The advertising agency behind the campaign is TBWA Chait/Day.
Comment:
Apple Computer Inc. has an advertising campaign that uses some of the world's most admired achievers
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1998
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Paine Webber finds there's no time like the present to bring back a classic catch phrase
Article Abstract:
"Thank you Paine Webber" is coming back to the company's most expensive ad campaign in its 119 years, $20 million. The slogan ran from 1975 to 1987. Saatchi & Saatchi, its agency then and now, went to "We invest in relationships" in 1990 and "Invest with more intelligence" in 1995. The campaign with the revived slogan will feature four television spots depicting four scenes of people thinking about investing, and a print component, all of which is supposed to encourage people to call on Paine Webber for customized financial advice.
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1998
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Humor is the catalyst in a new $40 million campaign for Kinko's
Article Abstract:
Kinko's will spend $40 million on its new ad campaign from TBWA/Chiat/Day which takes the focus off the client and puts it on the client's customers' needs, things like video conferencing right on the football field if you're the coach who's snowed in at some airport. The humor-driven campaign will appear on TV, in print ads, outdoor ads and a new Website in addition to other promotional plans.
Comment:
New ad campaign from the agency that created humorous ads for Taco Bell and others
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1999
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