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