ABP taps Bozell as new ad agency

Article Abstract:

American Business Press (ABP) has chosen Bozell Worldwide and Bozell Sawyer Miller Group as its advertising and its public relations agencies, respectively. The choice of Bozell Worldwide as ABP's new advertising agency was based on Bozell's creative prowess, its business-to-business advertising experience and its international strength. ABP's move is in line with its plan to reposition its members as international information providers. Bozell will continue ABP's 'First Read' theme and will launch the campaign during the 1st qtr 1998.

PRINTING AND PUBLISHING, Publishing, Publishing Industries, Publishing industry, American Business Press, Bozell Worldwide

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Agency alliance aids Ciba-Geigy

Article Abstract:

Allcomm Business Communications (Allcomm) has forged a strategic alliance with Advico Young and Rubicam (Y&R). The alliance will allow Allcomm to use Y&R's international marketing network and allow Y&R to capitalize on Allcomm's non-media marketing expertise. Although the alliance requires both companies to work closely together in all endeavors, it does allow them to work independently in cases where conflicts of interest arise. The main beneficiary of the new alliance will be Ciba-Geigy Corp., which holds 90% of Allcomm shares.

Reports, Strategic alliances (Business), Advico Young and Rubicam, Allcomm Business Communications

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FCB Direct makes apples-to-apples comparison for USPS

Article Abstract:

FCB Direct New York has created the 'Apples to Apples' direct mail advertising campaign to promote the US Postal Service's ground package-shipping discount program. The campaign focused on the cost-effectiveness of the service as compared to those offered by commercial shipping firms. As a result, the Postal Service received a response rate of 56% and contracted about $20 million in revenue on consolidator services.

Public Mail & Express Services, Postal Service, U.S. Postal Service, United States. Postal Service, FCB Direct New York

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