Wanting to increase its exposure in the category of fax/modems Global Village Communication in June turned to Woolward & Partners/S.F. ‘We wanted an ad that was intrusive, differentiating and compelling,’ said Kathy Bower, the company’s director of marketing communications. The ad – a naked man with his head buried in the ground and his rear raised to the sky – read ‘Even though reviewers rave about our fax/modems, there’s always someone who buys another brand.’ Though GVC said the ad was successful, last week it delivered a kick in the butt to Woolward nonetheless, selecting Anderson & Lembke/S.F. as agency of record for its $1.5-million account. ‘There was just a different list of criteria in evaluating our long-term strategic partner,’ said Bower.
Copyright Adweek L.P. (1993)
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