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CREATIVE RUNS TRUE TO NYNEX GENERAL ADS;ALL CLIENT MARKETING OBJECTIVES MET

Published on .

Janet Keeler

VP-marketing communications,

Nynex Corp.

We've been working with Burrell for a little more than a year. It's always difficult starting with a new agency, but with Burrell it's been a totally positive experience.

They're very professional, and everything they do is totally supported by market research.

POSITIVE CREATIVE

In addition, they have worked hard to ensure that their creative lines up with our general marketing, its themes, etc., but still is written and directed to the African-American market. The result is creative that is great. It's very positive, and it fits in well.

Like many companies these days, we measure our results, our cost per acquisition. Our marketing department reports that Burrell's work has more than met all our objectives.

FUN SPOT SUITS NEEDS

For example, Burrell recently created TV and direct-mail advertising for us to promote our optional calling plans-call waiting, three-way calling, call answering, etc. In one spot, three women talk about their phone needs, and Nynex comes to their rescue with a calling plan that allows them to make their calls to suit their needs. It gives them a choice of calling plans so they can keep in touch. It's a fun spot, really well done.

In summary, I can't speak highly enough about the agency: Their management, their follow-through, their strategic planning, the work they do, the creative-in every aspect, they do a terrific job.

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