How three shoe manufacturers found their potsy of gold

Article Abstract:

Innovative approaches to shoe advertising have proved very successful for Reebok International Ltd., The Rockport Co., and The Timberland Co. Reebok's ads use illustrations, rather than photographs, of men and women exercising alone, inviting more personal identification from consumers seeing the ads. The Rockport Co.'s strategy has been to promote walking as an exercise activity, while stressing the quality of their products for that purpose. The Timberland Co. decided to market their shoes as upscale fashion items, using humorous ads featuring a family of backwoods bootleggers followed by a campaign using black and white photos depicting young, healthy people enjoying their leisure time in solitude while wearing Timberland shoes. Other shoe manufacturers are expected to attempt imitations of these new approaches to shoe advertising.

Footwear, except rubber, not elsewhere classified, Rubber and plastics footwear, Athletic shoes, Running shoes, Reebok International Ltd., Timberland Co., Rockport Company Inc.

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The Pytka persona

Article Abstract:

Joe Pytka, a television commercial director in Venice, California, has no advertising background but understands relationships between creative personnel. Pytka is touted to be the 'hottest' television commercial director working today. Winner of awards such as the Grand Prix (Advertising Film Festival - Cannes) for the direction of the John Hancock Financial Services campaign, Pytka demands well-conceived commercials, is committed to details, and uses unconventional casting. Frequently, Pytka will recast a commercial to use nonprofessionals, rather than the actors and actresses sent to him. The commercials directed by Pytka emphasize realism and emotionality, and the innovative results have earned him months of advance bookings. Some of Pytka's successful television commercials are described.

Advertising agencies, Television advertising, Pytka, Joe

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Adlife in Atlanta

Article Abstract:

Advertising agencies are flourishing in Atlanta, Georgia. The leading agency, BDA-BBDO, billed $79 million in 1985, followed by Tucker Wayne & Company with $70 million. The billings of Atlanta's top 10 agencies increased 24 percent between 1984 and 1985. Several of Atlanta's agencies are profiled, including Cole Henderson Drake, an agency acclaimed for its creativity; Burton-Campbell, the city's second largest independent with billings of $60 million; Tucker Wayne, a 50 year old agency with an intentionally limited client list; and Austin Kelly, the third largest independent with $34 million in billings.

Advertising, Analysis, Advertising agencies, Growth, Georgia, Atlanta

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