Word: scarpelli
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Dates: during 2000-2009
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...appearing in the months after Sept. 11 crossed the line of good taste (and didn't help their clients either), agencies plan to fill the 30-sec. spots, which cost about $2 million apiece, with safer, funnier fare. "Anything that refers to Sept. 11 is dangerous," says Robert Scarpelli, chief creative officer at DDB Chicago, whose clients include Anheuser-Busch and McDonald's. "When people think you're using patriotism to sell products, they'll turn you off in a second." In focus groups of consumers conducted by marketers last fall, carmakers drew criticism for draping their 0%-financing deals...
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