Celebrities join efforts to persuade people to read more books
Article Abstract:
The Association of American Publishers will kick off May as Get Caught Reading Month with a print ad campaign that features Rosie O'Donnell and Whoopi Goldberg getting caught reading. Ogilvy & Mather created the ads that have Whoopi reading "Peter Pan" and Rosie reading "The Bean Trees." The paper and printing for 15,000 posters and bookmarks was donated as was the space in magazines and newspapers. Bookstores will use shopping bags with Get Caught Reading on them. Everyone involved hopes people aged 18 to 34 will read more books. And they hope the campaign achieves that goal with the milk mustache effect. Bill Murray has agreed to be a spokesperson in next year's campaign.
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1999
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KPMG Peat Marwick is using a brand capmpaign to set itself apart from the accounting herd
Article Abstract:
KPMG Peat Marwick L.L.P. launched a brand advertising campaign aimed at setting itself apart in an industry where potential clients often see competing firms as one and the same. The campaign will include print, broadcast and billboard advertising created by Lowe & Partners/SMS, in New York. The ads include the tag line "It's time for clarity." KPMG will spend $60 million for the worldwide branding effort. There will be a seperate national broadcasting and print campaign emphasizing KPMG's services.
Comment:
Created a brand campaign intended to set the firm apart in the industry
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1998
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Chocolate addicts, beware. DDB Needham's new campaign for Hershey is coming on strong
Article Abstract:
Hershey Foods Corp. is going to play with our minds by heavily promoting mindless-munching-sized products on TV, in print and in stores. The products that will be responsible for the abandonment of new year diets include Reese's peanut butter cup Bites and three of Hershey's candy bars. A co-conspirator is the firm's ad agency, DDB Needham.
Comment:
New ad campaign pitches bite-size products
Publication Name: The New York Times
Subject: Business, general
ISSN: 0362-4331
Year: 1999
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