Word: bbdo
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...Bowl XXXV is a snoozer, here's who to blame: the ad wizards at Omnicom's BBDO New York. Between its clients Pepsi, Frito Lay, Pizza Hut and FedEx, the agency is populating nearly 30 percent of the game-time ad space all by itself...
...eagerly scarf it up -- in fact, because we eagerly scarf it up. "When a trend went out of style, we used to be forgiving of it and think it was quaint, like pink skirts with poodles and crew cuts with white socks," says Steve Hayden, chairman and CEO of BBDO Los Angeles and creator of the famous Orwellian Apple computer commercial that perked up the 1984 Super Bowl. "Now, we actually hate the last trend. It goes from the top of the chart to nothing...
...expected to be black males. Similar protests caused R.J. Reynolds to snuff out a new cigarette specifically designed to attract black smokers. Those companies are studies "on how not to market a product and how to ignore the community concerned," says Doug Alligood, vice president of special markets for BBDO New York. "Nobody bothered to find out that the black community is really concerned about health...
...problem is that no one is in charge, and not just of Aida. Crawford, the former chairman of BBDO International, who became general manager just three years ago, stunned the opera world last month when he announced he would return to his first love, the ad game, in April. Levine, 45, has been at the Met practically since puberty and lately has been making valedictory noises; it is no secret that he wishes to expand his European activities and that Herbert von Karajan's twin jobs as head of the Berlin Philharmonic and the Salzburg Festival would suit him just...
...major accounts like IBM (budget: $138 million). But the greatest lure is the little shops' reputation for creativity. In last June's annual Clio Awards ceremony, the industry's equivalent of Oscar night, Fallon McElligott of Minneapolis ($142 million) won twelve prizes. The most honored Madison Avenue contender, BBDO Worldwide ($3.7 billion), won seven. Among the Minnesota firm's winners was an ad for a pregnancy-prevention campaign that portrays an expectant teenager under the line, "If you're embarrassed by a pimple, try explaining this." A reason for the agency's success, says its chairman, Patrick Fallon, is that...