new campaigns: eastern

Client: ArtCarved Class Rings, Austin, Texas Agency: Lotas Minard Patton McIver, New York
Creative Director: Joanna Patton
Art Director: Patricia King Copywriters: LaRonda Davis Photographer: Ali Smith
Lotas Minard Patton McIver’s new campaign for ArtCarved Class Rings features print ads with two high school students expressing an increasingly rare emotion: school pride. In one ad, a student proudly identifies himself as a member of his school debating squad. Don’t believe him? “Read the ring.” The tagline: “It’s a matter of pride.” In the second ad, a young woman’s ring becomes a symbol of the work she put into graduating. The ad will run nationally in the November issues of Seventeen, ‘Teen and YM. ArtCarved will attempt to augment its especially strong Ohio sales with regional high school newspaper inserts, postcards and paper covers for text books. November spot buys on MTV will also target the Ohio market. Billings for the account are just $200,000, but that is still double what ArtCarved spent on advertising in the first six months of 1997. ArtCarved’s main competitors are ring marketers Balfour and Jostens. –Sloane Lucas

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Client: Riggs & Co., Washington, D.C. Agency: Hampel/Stefanides, New York Creative Directors: Larry Hampel, Dean Stefanides Copywriter: Arun Nemali Art Director: Peter Iannarelli Photographer: Steve Hellerstein
R iggs & Co., a new offshoot of Riggs Bank, is launching with a $2-5 million print campaign created by Hampel/Stefanides and targeted at well-heeled individual investors. The object of the campaign, which consists of four ads, is to present Riggs as an enlightened expert in wealth management, with an understanding of the importance of integrating financial assets. The tagline on all ads is: “Your assets work harder when they work together.” In one ad, four unlocked jigsaw pieces forming a dollar bill dominate the page. The headline reads, “They say it’s smart to diversify your assets. But that doesn’t mean they shouldn’t all work together.” Agency creative director Dean Stefanides said he wanted the concept and design to “separate these ads from the typically mundane world of financial advertising.” Riggs offers a wide palette of personal financial services, ranging from investments to tax planning. The ads are currently breaking in such publications as The Wall Street Journal and Business Week. Riggs competes against brokerages such as Merrill Lynch and banks with personal investment divisions such as Nations Bank Trust. –Hank Kim

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Client: Reliance Group Holdings, New York Agency: McCabe & Co., New York Copywriter: Ed McCabe Associate Creative Director: Gennaro Andreozzi
McCabe & Co.’s new print campaign for Reliance Group Holdings aims to dispel the notion that the 180-year-old property/casualty insurer might be set in its ways. Four ads broke last week with the tagline, “How can we be so old and move so fast?” One ad shows a stock photograph of a dog with the headline, “When your corporate logo is a fire hydrant, you can’t sit still for a minute.” The copy states that should you run across the company’s fireplug letterhead, “You can at least be certain of one thing. Nobody’s parked there.” Agency chairman and creative director Ed McCabe said, “People usually don’t think of big insurance companies as being very dynamic, but these guys are.” Ads are running in such publications as The New York Times, The Wall Street Journal and trade magazines. There will also be outdoor work at airports. The client spent less than $1 million on advertising last year, according to Competitive Media Reporting. Reliance’s main competitors include AIG and the Chubb Group of Insurance Cos. The company is the nation’s 20th largest insurer, according to Business Week. –Rob Lenihan