Word: riney
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Dates: during 1980-1989
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...judges looked for ads that broke new ground. The Ally & Gargano agency's Federal Express ad shattered taboos against making fun of the customer. One runner-up, adman Hal Riney's first Bartles & Jaymes wine-cooler commercial, scored with tongue-in-cheek humility. Another winner, Wendy's 1984 "Where's the Beef?" slogan, created by Dancer-Fitzgerald-Sample, became a political zinger in the hands of Walter Mondale. But as the 1984 election proved, even advertising has its limits...
...many clients, smaller agencies like San Francisco's Hal Riney & Partners ($200 million) are an excellent fit. Three years ago, the firm won an $800,000 advertising account for Calistoga, a Northern California bottled- water brand owned by Perrier. Riney's nostalgic soft-sell campaign, which now features a freckle-faced boy from 1920s-era California, helped boost sales 100% in three years. It also landed Riney the national account for Perrier in 1986, which is currently worth $20 million. The most impressive sign that small agencies have come into their own may be Riney's capture last...
...themselves organized enough to erect a Meccano set version of the Eiffel Tower. But Arcosanti's supporters are unconcerned that the city could take anywhere from 20 to 200 years to complete, depending on finances. "Look how many hundreds of years it took to build Chartres," says Riney Bennett, 26, a Stanford-educated civil engineer. "Arcosanti will be built, but without money it will take time...