Word: richmond
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Dates: during 1990-1999
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Just entering the door at Pixar's headquarters in the San Francisco suburb of Richmond tells you all you need to know about the difference in cultures between Pixar and Apple. Pixar is what Apple used to be: cool. Everybody's office here is the same size, even Jobs'. He's in shorts; so is everybody else...
Unlike Apple, Pixar is expanding, having gone from 175 people to 375 this year alone. The original Richmond studio now has an outpost working busily on a direct-to-video sequel to Toy Story, and there's a mysterious third major project in the works too. Jobs has plans for a new studio, to sprawl on 16 acres in industrial Emeryville, near Berkeley. Interior plans have been carefully drawn--before the exterior--to ensure a cross-pollination of ideas. And of course, he says, all the offices will be the same size...
...which operates in smaller markets during the fall and winter, is known as a players' league; it pays more--the average salary is $80,000 a year--and boasts of having the best players (Olympians Dawn Staley, Teresa Edwards and Katrina McClain). Playing in cities like San Jose, Calif., Richmond, Va., and Columbus, Ohio, the A.B.L. averaged 3,500 fans a game with very little TV exposure. By one estimate, the A.B.L. spent $6 million on salaries this year and $1.5 million on marketing. The W.N.B.A., on the other hand, is spending $15 million on marketing and $3 million...
...award-winning ad touts a pair of reinforced rompers by Healthtex, a leading purveyor of juvenile apparel. But the folks who dreamed up the campaign work neither on Madison Avenue nor in the giant agencies of Los Angeles or Chicago. Instead they labor in, of all places, Richmond, Va. Situated among tobacco warehouses and antiques stores, the Martin Agency was once known for regional work, such as its "Virginia is for lovers" campaign. But recently Martin snagged a $55 million account for Saab cars away from a New York City agency; Coca-Cola is another client. Billings...
Martin has helped make Richmond one of the hot spots cropping up in erstwhile advertising backwaters from Portland, Ore., to Winston-Salem, N.C., and Minneapolis, Minn. Periodically, breakaway boutiques emerge from big-city agencies, get hot, then are reabsorbed when they start bagging big accounts. Now, the quest for an advertising edge has sent brands like ESPN and McDonald's scurrying way off Madison...