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Obie honor deserved

To clear the air on the "Don't Jump" controversy (" `Jump'-starting award efforts," Adages, July 10, P. 8), I wanted to make three simple points:

1. The bus ad that the Martin Agency did (and it turns out was done in England three years earlier) was only one element of an entire brilliant and fresh campaign that deserved the accolade it won: Best of Show of the Obies.

2. The creatives who executed the bus concept are among the top 0.01% in the industry when it comes to both talent and integrity, and no doubt have closets full of Clios. The point being they don't pilfer ideas; when they say they never saw the execution, they never saw the execution.

3. I never said I was "horrified" when I saw the bus won Best of Show. I simply was overcome with a sense of deja vu.

Brian O'Neill

Vice Chairman

Chief Creative Officer

GMO/Hill, Holliday

San Francisco

Garfield unfair to McDonald's

Ad Age's advertising critic is entitled to his opinion on our new ad campaign, but Bob Garfield went way beyond fair play with his mean-spirited attack on the 2,700 McDonald's owner/operators and 600,000 restaurant employees who work hard to provide the world's best quick service restaurant experience to 20 million U.S. customers every day ("Bob writes new McD's jingle [but he's not smiling about it]," AA, July 3).

Mr. Garfield's review is really a broad-brush attack that should be an embarrassment to a trade publication known for offering its readers more than cheap shots. Is McDonald's perfect? We've never claimed to be. But we do claim that our goal as a U.S. system is to put a smile on the face of each and every customer we serve.

And we are committed to this goal. We are implementing many improvements at the restaurant level, featuring improved technology and services, along with new menu items. Our "new look" includes refreshed exteriors and interiors as well as store employees with crisp, new uniforms and hospitality training.

But don't take our word on the great things happening at McDonald's. In 1999, Entrepreneur named us the No. 1 franchise organization. This year, Fortune rated McDonald's No. 1 in corporate social responsibility.

We may not make Mr. Garfield smile, but the hard working, diversity-rich men and women at our front counters will continue to do their best to make our customers smile.

Alan Feldman


McDonald's USA

Oak Brook, Ill.


I have just read Bob Garfield's article "Cannes-fusion" (AA, June 19) and I couldn't avoid telling you that it's brilliant. Funny, intelligent, irreverent, deeply critical, realistic -- perfect.

Fabio Fernandes

Partner-Creative Director

F/Nazca Saatchi & Saatchi

Sao Paulo

Not a supplement

"Supplements target readers outside cities" (AA, June 26) was a well-written overview of our magazine. While it was generally on target, there are a couple of points that should be clarified.

Cachet is a monthly magazine, not a supplement, targeted to successful suburbanites nationwide. We have found the most efficient way to reach this audience is through selected newspaper distribution routes. Importantly, Cachet's in-home day is Friday, not Sunday, when supplements are distributed.

Also, because of our audience's high computer usage and Internet skills and its geographic dispersion, our Web site at Cachetmagazine.com is being designed as an equal partner to the magazine.

R. Peter Hagen Jr.



New York


* In "RIAA readying ad assault on Napster" (July 17, P. 2), Dailey & Associates' client is Artists Against Piracy, whose members include, among numerous others, Walt Disney Co., the National Association of Recording Merchandisers and the Recording Industry Association of America. The AAP's ad campaign isn't targeted specifically against Napster as the headline indicated, but against any form of piracy.

* In "Stop & Shop polishes image with Top Banana customers" (July 3, P. 11), the sample mailer shown is not part of the Top Banana program. It is part of the chain's Simmerings newsletters

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