TATHAM'S HALF CENTURY;A COMMEMORATIVE;SHOP RESPONSIVE, COMMUNICATES HOOVER STRATEGIC INTENT CLEARLY;RYDHOLM'S INVOLVEMENT CARRIES THROUGHOUT THE AD ASSEMBLAGE

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David Gault

VP-marketing, Hoover Co.

We've been associated with Tatham for about eight years, and there are two qualities we appreciate primarily.

No. 1 is their creative bent. Their true creative ability lies in being able to articulate to the consumer what our strategic intent is, their ability to communicate what we want-clearly and consistently.

No. 2, they're responsive. They not only hear us and follow up, but they do so quickly.

BUY THE BUNCH

As for their personnel, I'd buy the whole bunch if I could. It starts with their chairman and CEO, Ralph Rydholm. He has a good feel for the Hoover business, he's creative, he's personally involved in our business, he's part of any major program, including the development of the creative. Because of his clear message, this involvement follows throughout their organization.

We're pleased with their understanding of our business and their willingness to get involved. They bring a good business sense to our account.

WEAVES IN SLOGAN AND THEME

Prior to our association with Tatham, our campaigns did not have consistency or continuity. Tatham incorporated a slogan and a musical theme that provided continuity.

I think some of the best campaigns they've done for us have been those for our wet/dry vacuum, a steam vacuum and a self-propelled vacuum cleaner. All of these touch on real life. . The ads are entertaining, yet at the same time they key on the unique attributes of our products.

Tatham takes our business seriously, but they maintain a lighthearted approach that makes them pleasant to deal with.

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