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VIEWPOINT;LETTERS TO THE EDITOR;AWARDS ARE RELEVANT;ON TOBBACCO SALUTES;NO SHIFT AT MCD'S;HAD A HUNCH BACK THEN; QUESTION IS FREEDOM;MEASURING THE WEB;A MINOR POINT

Published on .

In re the letter from Michael Serino (AA, July 8), who expresses contempt for Frank Compton's desire to create award-winning ads for clients, on the basis that winning awards and increasing sales and brand awareness are unrelated: This faulty view is common enough to warrant a brief attempt at eradicating this absurd notion.

Award-winning ads do increase sales and build brand awareness. Always have and always will. No, not 100% of the time; maybe 99.99%. Just ask the Volkswagen execs who worked with Bernbach. Or the Pepsi people who rely on BBDO's creativity. And the McDonald's shareholders whose dividend checks are, in part, owed to Leo Burnett's award-winning, brand-building ads.

I would ask Michael to name 10 brands that have died while running award-winning campaigns. I will, in turn, name a thousand that prospered while doing the same.

I'm sure Frank Compton could give Michael's publication an award-winning campaign that would beget greater brand awareness and increased circulation. Because Frank understands what ad pros have always known, that to "create great work" in the ad biz means to create relevant work . . . that also happens to win awards.

Arnie Freeman

San Francisco

I completely enjoyed the Marketing 100 in your June 24 issue. It's nice to see talented people recognized for what they do.

However, I have one significant problem with the list-the inclusion of Frances Creighton for Camel. While the brief synopsis for her career mentions that the product is controversial, Ms. Creighton is still being lauded for her accomplishments. Bottom line, her job is to get people, and in the case of the cartoon-driven Camel brand, teens and children, addicted to cigarettes.

Yes, there are products that the marketing and advertising community should and must take a stand against. This is one of them. By highlighting Ms. Creighton and Camel, you are weakening the support we should be giving to those talented individuals who refuse to be used in this way.

If Ad Age's policy is not to comment on the product, then perhaps a puff piece about the Cali Cartel of Columbia is in order. Their marketing efforts would put most of your 100 to shame.

Daniel Berendsen

Los Angeles

The headline in your June 10 issue screamed, "Volvo's ad claims questioned-again!" To some this may be earth-shattering news. But to me the real story of the week was buried on Page 8 and barely garnered 3 paragraphs.

Here we learned that agency Houston Herstek Favat of Boston and its

client, the Massachusetts Department of Health's Tobacco Control Program,

refused to accept their award from the New York chapter of the American

Marketing Association for their anti-smoking public service announcement

efforts because the AMA was inducting Phillip Morris USA's Marlboro

cigarettes into the Marketing Hall of Fame.

What's this-an agency with a conscience? In a time when it seems the most

important thing to an agency is to win awards, it's refreshing to see an

agency with character, courage and conscience. And one that recognizes

that tobacco companies and everyone associated with them directly and

indirectly are nothing more than murderers.

Bravo, HHF! And may we all pray more agencies follow your example.

Michael David Field

Morristown, N.J.

I would like to correct inaccurate speculation attributed to "executives

close to McDonald's" (AA, July 29), who suggested that "the company is

planning to shift titles in its marketing division" regarding David Green

and Brad Ball. This is not correct. There are no pending marketing title

changes for David or Brad.

David Green continues as senior VP-marketing and Brad Ball as senior

VP-USA marketing, reporting to David. I hope this corrects the situation.

Charles Ebeling

Assistant VP-corporate communications

McDonald's Corp.

Oak Brook, Ill.

For once I was right. When Disney announced that "The Hunchback of Notre

Dame" was to become a cartoon feature, I shuddered. Take a classic with a

downbeat story about morality and make it play like "Pocahontas II"?

Now that the movie and its grotesque toys and other tie-ins are

bellyflopping, as you say (AA, July 22), I wonder about the brilliance of

Hollywood and of marketers who come under the twinkledust of the Disney

sprite.

What next, `

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