Word: chiat
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...from agency to agency. A little more than a year ago, a dissatisfied Reebok moved its account from California-based Chiat/Day/Mojo to Boston's Hill, Holliday, Connors & Cosmopulos. But last March the athletic- shoe maker left the Boston agency and gave part of the $40 million account back to Chiat, which has produced such memorable ideas as the Eveready Energizer Bunny and Nissan's fantasy drives, in which a young man dreams of Christie Brinkley coming along for the ride...
Explaining the marketing strategy behind new chains, Jay Chiat, San'wiches main backer and the superstar executive of the imagemaking advertising agency Chiat/Day, insists that "it's all a matter of the ADI." That is no palate- tingling condiment, but rather the area of dominant influence, or the geographical area that a TV station predominantly reaches (and thus the potential audience for each commercial). That is why, for example, Marriott since June has opened 14 branches of Allie's in San Diego (where San'wiches is also being tested). Only after such saturation will Chairman J.W. Marriott Jr. convert more...
...remember a single business meeting in a long time where anybody's had a drink," says Warner LeRoy, owner of New York City's Maxwell's Plum. When someone orders a stiff one, "a mental trigger goes off with other executives at the table," says Jay Chiat, chairman of the Los Angeles-based Chiat/Day advertising firm. "It's not being judgmental; it's just that it's so much rarer...