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CREATIVE BUILDS UP STROH MALT LIQUOR;NEW SPOTS TROT OUT A RETRO LOOK

Published on .

Bill Henry

President-CEO, Stroh Brewery Co.

We've had a long, successful relationship with Burrell, going back to 1982. In that time, they've done a good job for us, helping us build a successful malt-liquor franchise, for example. Their record of achieving results grows from their good creative and good account management. We've found them willing to work with us to understand the consumer, do the necessary research, then develop the creative that drives our brands forward.

SENSITIVE TO NEEDS

Both their creative staff and their account people have proven to be very responsive and sensitive to our needs. Also contributing to our good relationship is the consistency of their staff; personnel are not turning over all the time. And Tom Burrell himself has always been part of the team. I have confidence that he's looking over people's shoulders, steering the business in the right direction.

SPOTS HAVE RETRO FEEL

One of the best examples of their understanding and creative abilities is seen in our most recent campaign. We've just started airing two new TV spots that pick up on what we call a retro look-they have a '60s feel to them and use '60s music. They're fun spots that we think consumers will find involving and will communicate the feel of our brand. As part of our brand team, Burrell worked with us on the research and positioning statements to determine the direction in which we wanted to go before developing creative. We have a successful relationship that's complementary.

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