Burnett Backs Retail Chain's Repositioning

Article Abstract:

Service Merchandise, a discount retailer, has embarked on a new advertising campaign designed by Leo Burnett. The retailer's new campaign bears the tagline, "Discover the new merchandise," and reflects Service Merchandise's new offerings, which include more jewelry and household products. Ed McKeaney, senior vice president for marketing and advertising, states that the new campaign takes a more subtle and confident tone than did the retailer's previous one. According to Mr. McKeaney, Service Merchandise wants this campaign to assure its long-time customers that that it remains the retailer they know.

Marketing procedures, Campaign Launched, All Other Specialty Food Stores, Misc. general merchandise stores, Catalog Showrooms, Design/Copy, Slogan, Retail industry, Retail trade, Service Merchandise Company Inc., SME

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Kaufman Narrows to 3 Finalists W.B. Doner, Martin/Williams JoinIncumbent

Article Abstract:

Kaufman Footwear will probably announce the recipient of its $8 million advertising contract in autumn of 1998. The three firms still competing for it are W.B. Doner and Co., Martin-Williams, and the agency previously holding the contract, Brandworks International. Agencies Periscope Marketing Communications, Carmichael Lynch and Lippi and Co. have withdrawn from the review.

Other Footwear Manufacturing, Nonrubber Footwear, Footwear, Except Rubber, Footwear industry, Footwear, Kaufman Footwear

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Prozac Getting a New Prescription

Article Abstract:

Leo Burnett advertising agency has created 3 60-second television advertisements for Eli Lilly and Co.'s popular antidepressant Prozac. The ads began airing on several cable television networks in autumn 1998. The advertisements focus on the treatability of depression and target women, who are twice as likely to suffer from the disease as men.

Pharmaceutical Preparation Manufacturing, Pharmaceutical preparations, Antidepressant Preparations, Pharmaceutical industry, Eli Lilly and Co., Antidepressants, Prozac (Medication)

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