Beautiful recall from Roberts
When it comes to spokesmodels, Stone Roberts knows whereof he speaks, and last week he was speaking on the E! cable network's "Hollywood True Story" biography series, which was featuring Jennifer O'Neill. During his three decades in the agency world -- beginning at long-gone SSC&B and today as chairman of Gotham, NY -- Roberts has helped a bevy of models and actresses make the jump to beauty-ad endorser. Roberts tells Adages that O'Neill was among the first he hooked up with advertisers, in her case Cover Girl. With Gotham handling Maybelline, one of his latest finds was Sarah Michelle "Buffy" Gellar. "The business is approached in a totally different way today," Roberts says. "In those days, a model was a model, and you built brands out of the model. Most of the girls today already are brands . . . they have more depth and breadth" when they first come into advertising.
A oui change to Coke ad in Canada
Coca-Cola Co.'s strategy to reach consumers where they live, with ads that relate to particular locales (AA, Jan. 17), is even sensitive to the great divide in French Canada. Outside Quebec, the Coke Classic spot features a girl singing "O Canada." But Quebecois, instead of the anthem, see another classic Canadian image -- a hockey player scoring a goal.
Dotcom-munists press invasion
Reflect.com, P&G's new customized beauty-care e-commerce venture (AA, Nov. 8), is petaling a new level of relationship marketing. Customers who order products from the site get flowers from Proflowers.com about a week after their initial purchase, along a "thank you" note bearing the slogan "You came. You saw. You created." . . . Advertising seems to be high octane fuel for Edmunds.com, a car info site. Its traffic jumped 183% for the week ended Jan. 2, 114,000 unique visits vs. the prior week, according to Media Matrix. Edmunds started its first-ever ad campaign in late December from Suissa Miller, Los Angeles. . . . A total of 2,733 U.S. corporations took new names last year, up 42% from '98, according to an annual survey by Enterprise IG. One of the trends spurring the "explosion in corporate name changes," says Chairman Jim Johnson, was "the conversion of many smaller companies' names to `dot-com.' " Shades of things to .com.
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