EDITOR'S NOTE

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"The dividing line between business to business and consumer is beginning to be erased.....[when] we were in the middle of the manufacturing society, it was very easy to distinguish between consumer products and business products. Now, in the information society, it's much harder to know where to draw the line." So said Steve Trygg of Anderson & Lembke in the January, 1992 issue of Creativity. Back then, Trygg was one of a handful of people representing various disciplines of the advertising and marketing world who were asked to comment on what the agency of the future might look like. From his standpoint as a specialist in business-to-business advertising, the worlds of consumer and business products were inching closer together. He cited as an example cell phones, once seen as exotic and by then about as common as toaster ovens.

So now it's almost four years later and Trygg, no surprise here, was right. Increasingly products sold to businesses are being sold to consumers as well-or at least they've adopted brand-oriented consumer advertising techniques, as the overwhelming hype of the Windows 95 launch so clearly attests. Where does this leave Anderson & Lembke, an agency that has shown it can create advertising for arcane products like drill bits and resins with a sense of style that far outstrips their workaday industrial nature? Some observers feel that A&L-which has also created an ad campaign for Advertising Age, it's worth noting here-is poised to break out of its business niche and move more aggressively into mainstream consumer marketing. As Warren Berger's profile this month reveals, while the agency lacks a strong TV reel, they more than make up for it with a sense of focus and discipline that other agencies admire.

I was looking through the coupons in my Sunday Star-Ledger last week (yeah, I clip) when I found, tucked in the corner of a garish spread of cents-off chits for Birds Eye frozen veggies, a little box inviting me to check out their site on the World Wide Web. I can't imagine what one would do on the Birds Eye site-maybe download images of peas in butter sauce with spring onions, or play little recipe games-but it's safe to assume that if Birds Eye has a site, soon everyone and everything will. Which leads us to wonder just who's going to design all these cyberspace billboards. There's already a healthy community of web page designers out there, all dealing with the unique set of design problems that come with creating images and interfaces for this particular species of interactive/multimedia beast. To better understand just what they go through, we spent some time talking with a trio of companies that have been busy designing for the new media.

Finally, a correction: in our piece last month on Seiniger Advertising, we misspelled the name of Ed Gines, Alan Berkes' creative partner in the sports