Sunkist Growers is the first marketer to allow its logo to be used in the American Advertising Federation's campaign promoting the ad industry. AAF President-CEO Wally Snyder said June 20 at the group's conference in Las Vegas that the campaign supporting the advertising business, which has been in the works for the past 18 months, also will feature logos of other famous brands under the tagline "Advertising: The way great brands get to be great brands.'' In the Sunkist ad, the copy notes that in the average grocery store there are 16,875 brands. "Why do you recognize this one?'' it asks. There are two other ads in the campaign awaiting clearance. Carmichael Lynch
, Minneapolis, handles. The campaign will run in trade and business publications, including The Wall Street Journal
and The New York Times
. Also, Mr. Snyder noted the AAF is launching this fall an online university to provide training to smaller and midsize shops. In addition, he pressed the need for ad agencies to offer higher starting salaries to attract young talent.
Copyright June 2000, Crain Communications Inc.