It is great to see KFC finally doing something about it and introducing the animated Colonel. [And] speaking of spokesperson succession plans, what is going on at Wendy's? I'm sure Dave doesn't want to do this into retirement. It is time to move on.
Fleming & Roskelly
Co-op adds value
As managing partner at Source Communications, which specializes in co-op and channel advertising, it was gratifying to see Ad Age devote consecutive front-page articles to the Intel Inside co-op program ("Intel set to revamp $800 mil war chest," AA, Nov. 8; "Co-op crossroads," AA, Nov. 15). As consultant Al Ries so aptly puts it, the Intel Inside program will go down in history as one of the more magnificent campaigns of the century.
Intel's program . . . has been carefully constructed so that co-branding partners like Hewlett-Packard Co., Compaq Computer Corp. and others feel they have an equal or greater voice. Co-op advertising programs, whether utilized for the joint promotional efforts of two brands, or brand and reseller, can be an important aspect of many integrated marketing communications strategies. This realization has led to more and more marketers taking a proactive, controlled approach to co-op and co-branding programs, as opposed to simply disseminating funds to their distribution networks.
Barry G. Bluestein