MPA KELLY AWARDS;THE 1996 FINALISTS

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The Martin Agency, Richmond, Va.

John F. Kennedy Library Foundation

Creative Director: Hal Tench

Art Director: Cliff Sorah

Copywriters: Joe Alexander, Tripp Westbrook

It's the personality of the man, not his politics, that's captured in Martin Agency's campaign for the new museum at the JFK Library in Boston.

"We tried to focus on Kennedy and the way he said and did things, not on the volatile politics of the time," says Hal Tench, creative director.

In the beginning the creative team included his politics and the events that were going on during the '60s, but they realized a lighter approach that concentrated on his personality was needed.

Mr. Tench says Copywriter Cliff Sorah gave the ads a formal, governmental feel to them but "We also gave them an austere, lighthanded touch. Some of the ads were sappy at first, trying to do too much so we threw them out."

There are six ads in all. Copy describes his efforts to build National Aeronautics and Space Administration, as well as other important events in his career.

Each has photos and other art, a tagline and accompanying copy. In bold type one ad states, "John Kennedy wasn't the first politician to promise his constituents the moon. But he was the first to deliver it."

Mr. Tench credits his creative team with doing a great job on copy and art: "I just gave them direction and then got out of the way."

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