Liberty Mutual's `In Action'

Article Abstract:

Kirshenbaum Bond and Partners has launched a branding campaign for Liberty Mutual Insurance Co with the theme 'Insurance in action' that features 'proactive' people in unique insurance-related jobs. One commercial features a fire-safety expert saying 'fire is my life.' Another features a self-proclaimed 'professional vandal' who trains claims adjusters by building houses and burning them down; a third shows a specialist studying slippery grapes on supermarket floors. The spots will air on national TV news shows such as 20/20 and 60 Minutes. A print spread is running in several magazines featuring Liberty sale representative Julie Bencher, who visits high schools to teach safe driving.

Insurance, Insurance Carriers and Related Activities, Services information, Television, INSURANCE CARRIERS, New York, Services, Marketing, Insurance industry, Kirshenbaum Bond and Partners, Liberty Mutual Insurance Co.

---

Tennis group aims campaign at diverse audience to reverse slide in U.S. Open TV ratings

Article Abstract:

The television ratings for the U.S. Open have dropped from 5.8 in 1981 to 2.8 in 1998. The U.S. Tennis Association has retained Fallon McElligott and given it $2 mil to get the interest of younger viewers. I.B.M. is using tennis related ads by Ogilvy & Mather as part of its e-business campaign, touting its role in the organization's web site, www.usopen.org. American Express, through a print and transit billboard campaign, also by Ogilvy & Mather, hopes to reach the more affluent in the audience. Some in the ad industry wonder whether the USTA can both broaden the U.S. Open's appeal, and retain advertisers appealing to a wealthy demographic.

Computer and Office Equipment, Office & Computing Machines, Sports Teams and Clubs, Sports clubs, managers, & promoters, Professional Sports NEC, Office equipment, Office equipment and supplies industry, Office equipment industry, Financial services industry, International Business Machines Corp., IBM, Fallon McElligott, Sports franchises, Professional sports, United States Tennis Association

---

Ogilvy Ads Tout AmEx Benefits

Article Abstract:

American Express launches a new marketing campaign with celebrity commercials. Ogilvy and Mather advertising firm received the contract.

Similar abstracts:

• Abstracts: Sprint is laying out details of plan to revamp network. Another giant seeks to deflect cable TV criticism. Sprint in plan to enter local phone market
• Abstracts: Movado Group hires an outside agency to reset the luxury face of its Concord watch. Jordan McGrath yields; after years of entreaties, it agrees to sell, joining Havas and Euro RSCG
• Abstracts: The Marlboro man comes out fighting. In its biggest campaign, Fuji plays down technology to focus on brand identity
• Abstracts: Aurora aims to take the ho-hum out of its brands with expanded offerings and TV appearances
• Abstracts: Safer Web playgrounds are aimed at kids (and playing parents). On-line shopping: good, bad and growing; you can get books, jewelry and even Miss Melba's Ole Timely Fruitcake

This website is not affiliated with document authors or copyright owners. This page is provided for informational purposes only. Unintentional errors are possible.