Screen Magazine - Index

Screen Magazine - Screen Magazine: Vol. 29, Issue 21 - Index

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RICHARDS GROUP NAMED RED MANGO’S AGENCY OF
RECORD
The nation’s largest
independent
branding agency,
The Richards Group,
can now add
another client to
its illustrious roster.
Red Mango, a
leading retailer of
authentic nonfat
frozen yogurt in the
U.S., has selected
the Dallas-based
Richards Group
as the company’s
advertising agency
of record. Aside from
brand and creative
development,
the position’s
responsibilities also include strategic planning, public
relations, event marketing and online initiatives.
“Consumers in Los Angeles and New York - and other cities
lucky enough to have Red Mango so far - have really come
to enjoy this all-natural, nonfat, all-day dessert, and we’re
excited to partner with them to introduce this popular
yogurt to the rest of the country,” said Stan Richards,
principal and founder of The Richards Group.
According to Dan Kim, Red Mango’s founder, president
and CEO, hiring The Richards Group brings his company
one step closer toward its objective to optimize the store
concept, along with building a world class management
team and brand.
“The Richards Group has a proven reputation for building
brands and developing dynamic creative work,” said Jim
Notarnicola, Red Mango’s chief marketing officer. “The
agency has demonstrated an impressive ability to integrate
brand campaigns across various disciplines, and we’re
enthusiastic to have them be a part of the Red Mango
team.”
//www. richards.com
BUDERENGEL HELPS 49ER FANS PUT THEIR GAME FACE ON
The iconic image of uniformed football players donning
eye black is the central focus of a new branding, marketing
and advertising campaign, “Put Your Game Face On.”
It is the latest collaboration between advertising agency
BuderEngel and its longtime client, The San Francisco 49ers.
The fully integrated campaign includes TV spots, season
ticket packaging, ticket design, outdoor and print ads, all
featuring the 49ers applying eye black.
“No other object defines what it means to be a football
player preparing for game day like eye black,” said Michael
Williams, Director of Marketing for the San Francisco 49ers.
“It’s like a switch that football players activate to prepare
for gridiron glory. It’s a way for our fans to identify other
members of the 49ers Faithful without saying a word.”
The sprawling
campaign
also includes
various online
features, such
as email blasts,
contests and
a series of
web films. 100
season ticket
holders, clad
in eye black,
were featured
in a pre-game
introduction video that will be shown at the beginning
of 49er games. Eye black will also be handed out to fans
during games and other 49er-related events. Fans will also
get to submit pictures of themselves wearing eye black in
order to compete for various prizes.
“Working directly with our client, we collectively explored
various strategies in coming up with the ‘Put Your Game
Face On’ promotions to give the 49ers brand an authentic
voice that resonates with the fans,” said Vince Engel,
Co-founder of Buder Engel. “Judging from the feedback
they’ve received so far, they’re definitely headed for
another touchdown.”
//www.buderengel.com
SMITHGIFFORD HIRES NEW ACCOUNT SUPERVISOR AND
COORDINATOR
The award-winning, full-service advertising agency
SmithGifford continues its expansion with the welcoming of
two new employees, Account Supervisor Amanda Hurt and
Account Coordinator Daisy Wilcher. Hurt will be in charge
of supervising several accounts, including Roy Rogers and
the National Archives, and will work directly with President
Matt Smith and Creative Director Bruce Gifford.
“We are always on the lookout for national caliber folks,”
explained Smith. “Amanda Hurt brings a senior perspective
to the agency and has a wonderful background. We are
delighted to welcome her to the SmithGifford family.”
Wilcher, who freelanced as a graphic designer last year,
will lend her experience in advertising to work on both the
Virginia Lottery and Brown’s Automotive Group accounts.
“Daisy wowed us so much we broke all our ‘junior’ rules,”
Smith said. “At school she executed promotion plans for
Altoids, Lego and others that demonstrated a sophisticated
grasp of the industry.”
//www.smithgifford.com