'COACH RILEY' A WINNER FOR ECKERD

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Vp-advertising/marketing Eckerd Corp.

W.B. Doner & Cco. has created many memorable campaigns for Eckerd in the course of our 16-year relationship. One of the most memorable TV spots ran in the early '80s. Called "Coach Riley," the commercial was a classic: It was warm, from the heart and made a deep impression.

The impetus for the spot came when the agency discovered Eckerd distributes colon-cancer screening kits, and that we had received letters telling us the screening had saved customers' lives.

Doner saw this as an opportunity to highlight the true story of one of those people, the Coach. The spot, which ran for at least six years, received Ad Age's commercial of the year award.

"Coach Riley" exemplifies one of Doner's special capabilities: The agency understands the retail business. As a result, it is very strategic in its creative approach.

Doner does not create creative to win awards. Its creative is generated based on strategies that serve the client. Doner does win many awards, but it develops creative first and foremost to move our business forward and build brand awareness.

Because Eckerd and Doner have worked together for so many years, we enjoy a deep relationship. The agency knows us. It knows where we've been, where we are and where we're going. Doner is a true marketing partner because of the history we

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