TATHAM'S HALF CENTURY;A COMMEMORATIVE;POSITION STATEMENTS TURN INTO SOLID CREATIVE

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Sharon Smith

Brand director,

Brown & Williamson Tobacco Corp.

We view tatham as a partner in our creative development process. They're in tune with our needs and our desires, and they're very good about taking our positioning statements and converting them into creative that's very successful.

Their in-house research department has been very helpful, as well, enabling us to get a feel for the effectiveness of our advertising even before the creative is fully developed. This allows us to go in and fine-tune creative elements before getting to final stage.

LOOKING FOR ESCAPE One of the best examples of Tatham's creativity-and the value of this research-may be our current Capri advertising, aimed at women smokers. Prior to developing the creative, Tatham did a lot of focus groups. Based on the research, it was decided the ads' approach would center on escape or fantasy.

The campaign uses the tagline: "She's gone to Capri, and she's not coming back. Another plus is we've been dealing with the same account execs since 1989. We're very pleased with Tatham.

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