NONE: What Else Did Saturn Impact?
What Else Did Saturn Impact?
Don 'DocDon' Taylor (docdon_at_pobox.com)
Mon, 26 Aug 1996 11:01:04 -0400 (EDT)
While this may not appear to fall in the category of online ads,
I believe the shift it implies in the creative nature and flavor of
ads in general will overflow into the online world.
> > For today's reading leisure in Doctor Don's Waiting Room < <
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Is it possible that the Saturn car line has been responsible for
changes in more than just the way cars are made and sold? Is the
center of the advertising universe moving or is this competition
between Silicon Valley and Silicon Alley?
Hal Riney & Partners was the smallest of 50 agencies to bid for
the $100 million Saturn account. Now with annual billings of $600
million and San Francisco's largest independent agency, they seem to
be leading a move from Madison Avenue to San Francisco for national
players in advertising.
It seems younger and smaller advertisers want, which I would not
necessarily categorize GM as but Saturn does qualify, want to take
chances with their advertising, a need that Bay area agencies fulfill.
They are growing a culture where a suit and tie doesn't give you an
edge, your creativity and intellect do. The creative freedom at these
agencies allows designers and copywriters to flex their creative muscles
and produce product pitches that can break through a cluttered marketplace.
The freedom attracts the best and brightest image makers. The results
attract the clients.
But they are still widely diverse. Butler, Shine & Stern has a
waterfront building in Sausalito where Liberty ships were built during
World War II. One of my favorite features is that visitors are often
greeted by the sound of barking dogs *in* the office. Yet the more
conventional Goldberg Moser O'Neill, with 175 workers in offices at
Maiden Lane in San Francisco, has a plush lobby with black leather
chairs, fresh flowers and copies of Fortune and Forbes. They even have
a penthouse bedroom available for visiting clients.
Does this also signify changes in what you ad people are going to
have to produce? For more information, visit Mercury Central today at
http://www.sjmercury.com/business/ads825.htm.
Doc
Doctor Don -- Internetist
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Specializing in the diagnosis, prevention and
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