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Area Marketing Firms' Winning Ways
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Business New Haven
6/12/2000
By: Tammy Rachau
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Andrea Obston Marketing of Bloomfield has been recognized with two Communicator Awards. The national organization recognizes outstanding work in the communications field.
The firm was honored with an Award of Distinction for its special-event marketing of the grand opening of The First Cathedral in Bloomfield. It also received an Honorable Mention for its feature story entitled "Creating Freedom, Dignity and Independence in the Bathroom."
The Award of Distinction is granted for projects that exceed industry standards in communicating a message or idea and that serve as a benchmark for industry excellence. There were 2,508 entries from the U.S. and abroad representing a wide variety of communications fields, including advertising and public relations, corporate communications, government and education.
A business-to-business advertisement, created for Sealed Air Corp. by Newtown-based Goodwick Associates, was selected one of the Most Significant Ads of the 20th Century. The full-page color ad was chosen by the readers of Industrial Equipment News, a trade magazine with a circulation in excess of 200,000, from among nine finalists. Readers were asked to vote on the ads, some of which were originally published as early as the 1950s.
Sealed Air's winning ad - "This is Waste; This is Waste Management" - was one of the top three vote-getters, according to the magazine. The ad, which first appeared in 1993, compared the advantages of the company's compact Instapak foam-in-place packaging systems vs. the old-fashioned, messy and bulky packaging materials.
The Connecticut chapter of the American Marketing Association and the Connecticut chapter of the Public Relations Society of America have each awarded the state's "You Belong in Connecticut" campaign for it communication efforts.
The "You Belong in Connecticut" campaign targeted the state's high school students, college students and young professionals, showing them the advantages of remaining in the state. Radio advertisements, a Web site, billboards, aerials, bus cards and special events all touted the state's top-notch education and career opportunities.
"The success of our first "You Belong" effort has been phenomenal," said Barry Berman, chair of the Governor's Council Marketing Committee and president of CRN International. "Awareness levels among our target audiences averaged an amazing 47 percent. And Connecticut companies like SNET and Webster Bank have kept the message alive, placing the logo and Web address on phone book, monthly statements and ATM screens."
Cronin & Co. of Glastonbury was awarded top honors by the Connecticut Valley chapter of the Public Relations Society of America Mercury Awards competition. The agency captured two Gold Merit Awards and Best of Show.
A promotional campaign for the NYCE Corp. earned Cronin a Gold Merit Award in the Integrated Marketing Communications category, as well as the Best of Show award. The promotional campaign was developed to increase NYCE online debit usage at the U.S. Postal Service. The campaign, which was included in market events, collateral materials and radio promotions, delivered measurable results, including a 45-percent increase in transaction volume. Judges cited the campaign for its clearly thought-out objectives and ability to tie results and success of the program back to those objectives.
The United Way of Greater New Haven won first place in the United Way of America National Communications Contest for a series of 30-second spots produced in conjunction with WTNH-TV. The commercials were aired for three months on WTNH during the 1999 United Way campaign thanks to a sponsorship from the Bayer Corp. The three commercials each focused on a part of the value that United Way adds to a donor's gift. The commercials won first place in the category entitled "Television Advertising: Pro Bono Production Costs." Winners in each of the 20 categories were selected from among the entries from 1,600 local United Ways across the country.
The Atlantic Group of Norwalk won two National Vision Awards for television ads created for St. Joseph's Medical Center in Yonkers, N.Y.. The Vision Awards competition is designed to select the best local and regional television commercials and video presentations by advertising agencies, production studios and television stations throughout the U.S.
The 30-second spots created for St. Joseph's were written and directed by Atlantic Group Creative Director Greg Voornas.
The Vision Award Competition is open annually to entries in 41 categories, judged for creativity, production quality, copywriting and concept, talent and overall effectiveness.
Area Agencies Snag New Accounts
Just four months after opening a new office in New York, Cashman & Katz Integrated Communications, based in Glastonbury, has landed two international accounts. The agency has been contracted to provide a range of communications services, including strategic planning, sales promotion and direct marketing for Winstar for Buildings, a division of Winstar Communications Inc., and has been retained by Navigant Consulting's Strategic Decisions Group for advertising, collateral and new media design services. "Cashman & Katz has been very responsive to our needs while providing strategic and creative solutions to address the demands of a dynamic and competitive market," said Don Creswell, director of practice development for Navigant Consulting's Strategic Decisions Group.
Cronin and Co. of Glastonbury has added two regional clients to its roster. The Boston-based Jimmy Fund selected Cronin to develop a two-minute film trailer to air in approximately 250 theaters in 17 Eastern states. The film will air prior to feature movie screenings and be followed by the passing of the Jimmy Fund canister among the audience for contributions. American Savings Bank of New Britain has named Cronin to handle product and institutional advertising.
HealthIS, formerly known as Health Information Systems/Temple SurgiCenter Systems, has selected Maier Advertising, Inc. of Farmington to help develop the company's marketing communications initiatives including the launch of a new name, advertising and public relations.
The Atlantic Group of Norwalk has been named marketing communications and branding partner by TransAct Technologies of Wallingford. The Atlantic Group has been retained to develop a brand strategy and architecture for TransAct, then move forward with a full marketing communications plan that includes advertising, interactive media, internal communications and public relations.
DRC Advertising of Danbury has been selected to represent Danbury Fair Mall in order to incorporate a more creative image and display the mall merchants in a more exciting light. This strategy was also employed to determine a more appropriate customer base and increase consumer response.
DRC will develop the mall's seasonal catalogue, published three times annually and which features products and retailers as they relate to the seasons depicted in each issue. DRC's marketing experience will also provide the client a mechanism to will track the impact of its advertising for all participating stores.
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